Not only the campaign message, but the entire idea, developed from a song created especially for the occasion. Through an original chorus that could be created and recreated as the community wished, the community engaged, generating more content and entertainment for the community itself. There were hundreds of original songs in various rhythms made by artists who had never been heard before.

Brazil is the country that kills the most LGBTQIA+ people in the world. Therefore, in such a prejudiced country, being a new artist and a member of the community is even more challenging. Although music is one of the main forms of identification for the community, few artists are able to break through and speak to the general public. And the fewer voices that are heard, the fewer people feel represented. Mercado Livre is the largest e-commerce platform in Latin America and a recurring sponsor of Pride in Brazil. This year, its campaign aimed to create opportunities for young artists, revealing voices that would never have the chance to be heard. And for that, it planned an unprecedented partnership with the superstar Pabllo Vittar, the most listened to drag queen in the world.

To the LGBTQIAP+ community, music is much more than just music. It is a safe place where they can find and identify themselves. That's why the community is one of the driving forces behind pop music. However, there are still few artists who represent the community, especially in more prejudiced countries like Brazil. And when they do exist, they don't always represent the less popular letters of the LGBTQIAP+ acronym.

Promoting new voices is more than just revealing new artists. It's giving the chance for new messages to be known, allowing more and more people to be represented. And providing this opportunity by offering the unique chance to produce with the artist most admired by the community was something beyond what the community could imagine.

In an unprecedented negotiation with the mega artist Pabllo Vittar, we launched the Files of Freedom: a pack of audio, image and video files, all 100% royalty-free, which allowed anyone to create their own feat with the world's biggest drag queen. The pack could be downloaded for free through a store created within the platform. And through it, the community could create and recreate their collab with Pabllo, in any way they wanted. Putting their own message, lyrics, and music genre. Through the image and video assets, people could create promotional pieces and even their own music video with the artist.

Pabllo Vittar is one of the biggest artists in the country. Anything she releases is an immediate success in Brazilian pop music. Therefore, a negotiation of this magnitude with a star was something never before done in the country: an original chorus, created by the artist herself, in an isolated voicetrack. Totally royalty-free for anyone to use as they wish, even commercially. The pack also included different beats made by the artist's official producers, instrumentalizations and other effects, all separated into tracks, for the music to be created from scratch or recreated as desired.

The experience was designed to embrace both more experienced musicians (offering all the elements of a song separately), as well as truly beginner artists with no experience, also offering pre-created songs with gaps for the artist to fill in with their own voice.

The campaign was widely successful in engaging the community to discover new artists, as well as engaging artists to showcase their work. More than 1800 artists were revealed, in genres ranging from rock to gospel music.

The project not only introduced new names to the general public, but also less popular voices from the letters of LGBTQIAP+ who have never been able to see their voices in a prominent position.

Overall Campaign Results

+750M Impressions

Campaign Total Reach: 55M people

Artists Revealed: 1.800

Engagement 6x bigger than brand average

97% positive comments

Facebook Brand Lift

Favorability: +2 points (100% better than LATAM benchmark)

Kantar Tracking

Consideration: +3 points between young people in June 2022

To get the importance of this work, it is important to understand the size of the artist Pabllo Vittar in Brazil. Pabllo is the most popular drag queen in the world, with 3x more followers than even RuPaul. And besides that, she is a great inspiration for the community, generating immediate identification with people. Everything she releases is an immediate success and becomes a hit in the community. Opening up the possibility of producing something with her, completely for free, for a new artist in the community, is more than a way to launch their work. It is fulfilling a lifelong dream.