Files of Freedom | Mercado Livre
The LGBTQIA+ community is known for its strong bond with music. For them, music is not only music but also a safe space where they can be themselves without fear of threats or judgment.
Regrettably, despite their profound love for music, their contributions are not adequately acknowledged. In Brazil, a mere 5 of YouTube's top 50 artists are LGBTQIA+. It's time for a change, amplifying their voices and ensuring more people are represented.
That's why Mercado Livre released the Files of Freedom, starring Pabllo Vittar, a Brazilian legend and one of the world's best-known drag queens.
We created a store inside our e-commerce platform where people could download a digital pack with everything they needed to develop their collab with Pabllo: beats, isolated voice tracks, and green-screen videos.
Our open-source music platform was a vibrant hub, fostering collaborations between LGBTQIA+ indie artists and the #1 drag queen, Pabllo. It's a space where your voice is not just heard but celebrated.
+12HRS
hours of content created organically
350MM
impressions
+16MM
organic views to
new LGBTQ+ artists
+1800
new artists revealed
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Film Launch
"Pabllo's mystery collab revealed tomorrow."
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How it worked?
We released a downloadable ‘featpack’ utterly free of copyrights. It includes an original isolated Pabllo's voice track, beats, videos, and photos in chromakey so anyone can launch their feat with our queen.
Anyone could have its own collab with Pabllo Vittar
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Results
Below you can see some amazing feats.
Finally, Pabllo and Jupi77er sung together on Pride Parade 2022
My role: Concept, Art Direction and Design.
@GUT SP
Recognitions
Cannes Lions
1x Gold
1x Silver
1x Bronze
4x Shortlist
1x Gold
1x Silver
1x Bronze
4x Shortlist
D&Ad
1x Graphite Pencil
1x Shortlist
1x Graphite Pencil
1x Shortlist
Clio Awards
3x Bronze
3x Bronze
The One Show
2x Merit
CCSP (Brazilian Creative Club)
1x Silver
2x Bronze
2x Merit
CCSP (Brazilian Creative Club)
1x Silver
2x Bronze