SCRATCH YOUR DATA
Brand
MERCADO LIVRE
Entrant Agency
GUT
Category
Direct
Award
Bronze
Festival & Year
Cannes Lions (2026)
Case Study Details
MERCADO LIVRE - SPEED COUPONS (Case Study) | Campaign
Mercado Libre faced a classic sponsorship challenge: a tiny logo lost among 275 brands in Formula 1, with little hope of being noticed. When Black Friday and the Brazilian Grand Prix collided, we saw an opportunity: instead of fighting for attention on the track, we took the racetrack to the streets.
Credits:
- Client: Mercado Livre (Brazil).
- Creative Agency: GUT São Paulo
Presentation Board
HOW A SHIPPING LABEL BECAME A ONE-TO-ONE
REMINDER ABOUT DATA PROTECTION.
CONTEXT
While people worry about digital data theft, another much
simpler scam has been becoming increasingly common:
‘stealing personal data from delivery packages thrown
in the trash.
As Latin America’s #1 e-commerce platform, delivering
3.5 million boxes every day, Mercado Livre had to step in.
IDEA
We redesigned our shipping labels as scratch cards,
hiding coupons beneath the personal data area.
To claim the reward, people had to scratch
and destroy their own information first.
The mechanics turned the last step of the delivery
journey into the first step of a new habit, reaching
26 out of 27 Brazilian states, 75MM people,
and 82 media publications.
BIS Ss Bee Bets Rae BS
MC IA
‘A simple but
important action”
“Building an everyday “A necessary shift
habit around data security” in behavior”
F4ST@MPANY GIZMODO
751MM
PEOPLE REACHED
26x:
BRAZILIAN STATES
COVERED
FEATURED IN
440MM 82
IMPRESSIONS || pUBLICATIONS
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