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Feed Parade

Award: Wood Pencil

Wood Pencil / Experiential / Community / 2021

Brazil has the world's biggest pride parade, but it was canceled due to Covid-19. Mercado Livre, the biggest e-commerce brand in Latin America and a traditional sponsor of the Parade, decided to make it happen anyway. It turned the 2.5 metres of the avenue where the parade traditionally takes place into an Instagram feed. By using influencers, people were invited to tag themselves on it. In 15 minutes the avenue was fully crowded. And when everyone thought it was over, Gloria Groove - a legendary LGBTQIA+ singer and activist - released a music video featuring the Instagram handle of every single person

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