Because when facing a real problem (the cancellation of the Pride Parade due the pandemia), the project was entirely designed to still celebrate the Parade at home, by providing a profound and personal experience for each member of the community. Where each people could tag his name on the avenue at the exact spot where he used to be at the real parade and having his support for the movement eternalized by owning his name tagged on an official music video of Gloria Groove, an LGBTQIA+ idol and usual attraction at the Parade.

Paulista Avenue is Brazil’s most iconic street, where all the historical moments of Brazilian society took place. And since 1997, the avenue is also the home of the world’s biggest Pride Parade. But in 2020, just when Brazil was facing a wave of violent attacks against the LGBTQIA+ community, the Parade was canceled. A huge blow to the people who won the right to show their pride in public with a lot of struggle.

Mercado Livre - the biggest e-commerce in Latin America and traditional sponsor of the Brazilian Parade, decided it was time to touch the people, showing it can deliver more than products: but a way for the community to express their freedom. Even during a lockdown

Since the parade was canceled, Mercado Livre, the biggest e-commerce in Latin America and a traditional sponsor of Brazilian Pride, decided to make it happen anyway. So, we photographed all the 2,5 Km of Paulista Avenue turning it into an Instagram feed, with almost 300 hundred photos. By using influencers, we invited people to tag themselves on it, to be part of the virtual parade. In 15 minutes, the avenue was fully crowded. And when everyone thought it was over, a LGBTQIA+ Brazilian legend released a music video featuring the Instagram handle of every single person that was tagged on the Feed Parade.

We chose Gloria Groove (2MM Instagram followers), a huge Brazilian transgender singer that served as the host of the Feed Parede. She is an usual name at the traditional Pride Parade in São Paulo and served as the voice of all the LGBTQIA+ community that couldn't express their Pride on the streets.

She called up all the community through her social media channels asking everybody to tag themselves on the Feed Parade to be part of her next music video. Besides that, we selected another fifteen influencers, representing different spectrums of the community. They were present during the whole campaign, spreading the project and helping reverberating the final Music Video.

First, by using a drone, we photographed all the 2,5Km of Paulista Avenue, cropping it in almost 300 photos. Then, we created a new Instagram Profile, @FeedParade, posting each photo one by one, in the order in which they should be posted to form the perfect design of the avenue. On June 14th, the day when the "real" Parade would happen, we officially launched the platform. We invited people by using the power of dozens of influencers linked to the cause. People could comment to tag their names in the quadrants, at the exact location of the avenue where they used to attend in the official event. Two weeks after (June 28th), we launched a music video shot especially for the occasion, using the Instagram handle of every single person (+60k) who tagged their names on the FeedParade.

The FeedParade took the LGBTQIA+ Community by storm:

The feed filled up in only 15 minutes

50 comments per second at the launch

+500 Millions of Impressions

+63 Millions of unique impacts

98% of positive mentions

1200% more engagement than the average

+60 Thousands of Names Tagged on the Feed and Music Video