Mercado Livre - The Best-seller Constitution
Award: Wood Pencil
Wood Pencil / Press & Outdoor / Tactical Press Adverts / 2023
In January 2023, thousands of far-right protesters who were unhappy with Brazil's presidential election result stormed the Planalto Palace, home of the Brazilian Federal Government, in an unprecedented threat to the Brazilian constitution. Mercado Livre, the largest e-commerce platform in the country, decided to speak out. On the morning after the events, Mercado Livre made editions of the federal constitution available with a 99% discount, so that Brazilians would never forget the value of democracy. In just under 12 hours, the initiative made headlines nationwide, and 100% of the inventory was sold out in four hours.
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