Brazil has been the deadliest country for sexual minorities for 13 years, and the fight for representativity remains an ongoing struggle. Proposed legislation, such as PL 504, threatens to prohibit advertising that showcases sexual diversity, adding further setbacks for the LGBTQIA+ community. In response to these challenges, Mercado Livre, the largest e-commerce platform in Latin America and sponsor of São Paulo's Pride Parade, launched an initiative to support the community, combat harmful legislation, and normalize LGBTQIA+ love. The company collaborated with hundreds of sellers to create products featuring campaign images, spreading messages of diversity and inclusion across the platform. This innovative approach demonstrated Mercado Livre's commitment to promoting social issues and generated positive sentiment towards the brand's efforts to support the LGBTQIA+ community. Despite ongoing challenges, initiatives like these offer hope for a more inclusive and accepting future.

In our ongoing quest for greater LGBTQIA+ representation, we recognized a disturbing trend: the most iconic kisses in popular culture all featured straight couples. We knew it was time for a change. So, we set out to recreate these legendary moments from history, including memorable kisses from La La Land, Game of Thrones, Spider-Man, Rodin, Magritte, etc but this time, starring real LGBTQIA+ couples.

To amplify the message of acceptance, we made the images of these New Iconic Kisses available for free download and unrestricted sharing. For each download, we donated R$1 to an NGO that supports LGBTQIA+ people who were expelled from their homes.

The response was overwhelming, with thousands of people downloading the images, which helped us to generate income for LGBTQIA+ entrepreneurs at Mercado Libre. The New Iconic Kisses became more than just a campaign; they became a powerful symbol of inclusivity, unity, and hope.

The LGBTQIA+ community and its supporters were the primary target audience of the Pride campaign, which aimed to spark conversation and promote awareness and sensitization beyond the community's bubble. The campaign's powerful imagery, inspired by Iconic Kisses, highlighted a surprising insight: the absence of LGBTQIA+ kisses in the popular culture we hold as "iconic." However, maintaining the campaign's impact and novelty for an entire month was a challenge.

To keep the idea fresh and engaging, we enlisted a diverse squad of Creators from different segments of the community. They produced weekly batches of content that deepened the audience's connection to our theme, including videos sharing their journey of self-acceptance through pop culture representation and a TikTok challenge where they recreated the kisses featured in the campaign. This content ecosystem kept the audience engaged and helped to generate ongoing conversations beyond Pride month.

We launched an impactful campaign to promote real LGBTQIA+ love and challenge popular culture's narrow perception of iconic kisses. Our stunning film featured real LGBTQIA+ couples reenacting iconic kisses from TV, cinema, and art. Airing during prime time on TV and shared online, the film generated significant buzz.

To amplify our message, we unleashed the New Iconic Kisses across the country through impactful out-of-home displays, and influencers recreated the kisses on social media, spreading our message of inclusivity and love even further.

We then made the New Iconic Kisses images available for free download on the Mercado Livre website, with each download contributing R$1 to an NGO that supports LGBTQIA+ people who were expelled from their homes. The campaign generated tangible results, with thousands of products created and sold across South America, providing income for LGBTQIA+ entrepreneurs.

Our groundbreaking campaign achieved widespread recognition, including permanent recognition from the prestigious Google Arts & Cultures Museum. The New Iconic Kisses have been added to the museum's permanent collection alongside other top museums such as Tate, Moma, and Pompidou.

Our success was equally remarkable in all media metrics, including reach, frequency, and views. According to Google's research study, we achieved a 58% growth in favorability and 103% growth in consideration, as well as significant increases in inclusive and evolved brand awareness (23% and 15%, respectively).

Our out-of-home displays generated 77.7 million impacts, while our TV and newspaper advertisements reached 714,000 and 427,000 viewers, respectively. The digital engagement was also impressive, with 63.1 million unique users, 80% of whom were in our target audience, and over 60 million views, achieving an impressive VTR48%.