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Mercado Livre - Files of Freedom

Award: Graphite Pencil

Graphite Pencil / Media / Use of Talent & Influencers / 2023

Award: Shortlist

Shortlist / Media / Social

To mark Pride month, Mercado Livre wanted to do more than celebrate the occasion – it wanted to amplify the voices of the community. However, due to lack of opportunities, LGBTQIA+ people rarely reach the music charts. GUT turned to one of Brazil's biggest drag artists, Pabllo Vittar, to help shine a light on the new LGBTQIA+ stars hidden within her fan base. GUT created a platform where independent singers could gain visibility by collaborating with Vittar, tapping into two spaces that Gen Z loves: music and digital.

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