FIELD BARCODE

Football is one of the few things that unites millions of Brazilians at the same time. Every weekend, fans spend hours watching matches, analysing every detail of the game and sharing moments across screens. Yet traditional sponsorship visibility inside stadiums is increasingly ignored. What if the field itself could become media? Introducing Field Barcode. A giant, fully functional barcode mowed directly into football pitches. Using variations in grass cutting patterns, we transformed the field into a scannable barcode that could be read from live broadcasts, photos, social posts and television screens — even when only part of the code was visible. Instead of interrupting the match, we embedded commerce into the game itself. Working with groundskeepers, technology specialists and football clubs, we designed a barcode system that could be integrated into the natural mowing patterns of professional football pitches. The code was engineered to remain functional from multiple camera angles and withstand the visual distortion of live sports broadcasting. As matches aired across Brazil, fans could scan the barcode directly from their TVs, mobile devices or shared content online. The scan instantly connected audiences to Mercado Livre, turning match attention into immediate shopping action. The activation appeared across iconic Brazilian stadiums and generated extensive coverage from sports, technology and mainstream media outlets, amplifying the innovation far beyond match day. The Field Barcode transformed a football field into a commerce platform. Millions of fans were exposed to the activation through live broadcasts and earned media. The campaign generated nationwide media coverage across sports, news and digital platforms. Thousands of successful scans were recorded directly from televised matches. Mercado Livre achieved a 7% increase in sessions during the campaign period. The initiative demonstrated how a traditionally passive sponsorship asset could become an active performance channel. By turning the most viewed space in football into a functional shopping tool, Field Barcode redefined what stadium media can do. AWARDS Cannes Lions 2026 - Outdoor Grand Prix https://www.llllitl.fr/2026/06/cannes-lions-2026-grand-prix/ CREDITS Client: Mercado Livre. Creative Agency: GUT, Sao Paulo. Media Agency: ZETABE, Sao Paulo. Production: NWB and SPARK, Sao Paulo.