Brazil has been experiencing various episodes of censorship driven by the far right against any progressive initiative. In one of the most recent cases, the Museum of Sexual Diversity, one of the country's most visited, faced a significant setback: far-right Brazilian deputy Gil Diniz passed a bill to cut 30 million in public funding, making it impossible to keep the museum open. A huge loss for the recognition of a community that fights for its rights every day. As a brand that has been a long-time partner of the LGBT community and provides millions of online solutions to consumers every day, Mercado Libre felt the need to create a campaign to help raise enough funds online to reopen the museum.

As half of the revenue of museums comes from gift shop's souvenirs, we did what only the largest e-commerce in Latin America could do: an online store. But this time, featuring souvenirs from iconic museum's artworks. To attract new visitors to it, we partnered with the Grammy-winning transgender artist Liniker for the release of a new song whose performance was a virtual tour inside the closed museum. Each work featured on it was clickable, leading directly to the online gift shop on Mercado Libre's platform, where people could purchase products with the same art and help to keep the museum alive. To amplify the reach we also spread OOH and social media ads featuring QR codes that directly led to the gift shop too.

Brands that promote social inclusion and actively engage in cultural causes are increasingly valued by contemporary consumers. To communicate Mercado Libre's consistent support for diversity and small entrepreneurs, we did something only the largest e-commerce in Latin America could do: an online store to help sustain an iconic museum for the LGBT community. This initiative combines art, music, and social causes in an engaging narrative that resonates with the audience. We expanded exposure through earned media, featuring exclusive interviews in major outlets that significantly impact this audience nationwide.

Besides opening the museum's gift shop on Mercado Libre, we needed to find a way for people to visit it. However, with the museum closed, that would be impossible. Therefore, we produced a music video whose story takes place inside the closed museum. Mixing dream and reality, the artist wandered through the artworks. At any moment, the audience could interact with the video by hovering their mouse over the artworks, instantly discovering products featuring that art. With a simple click, the audience was taken directly to the online gift shop hosted on the Mercado Libre platform to make a purchase.

The performance was hosted on a project hub, which explained the project and introduced the artists. To support the campaign's promotion, we also placed OOH advertisements in strategic locations in major cities for the LGBT community and boosted digital media to reach this audience on social media as well.

The campaign got 550 million impressions.

+700K people watched the performance.

The gift shop got 5 million visitors during the campaign.

All the souvenirs were sold in under 30 minutes.

And after months of closed doors, the museum finally gathered enough funds to reopen on May 24th.

For the first time, a museum store was opened on the platform of the largest e-commerce in Latin America. The store will remain open, managed by the museum itself, which can now distribute its products nationally.