Campaign, created by GUT SP, was inspired by afroblocks
In order to expand support for Afro-entrepreneurship, Mercado Livre presented a Carnival collection developed in partnership with Feira Preta. The platform invited three black creators, who are part of the fair, to create pieces that rescue the origin of the abad.
Called Coleo Abad, it is inspired by the afroblocks that carry the history of Brazilian Carnival, celebrating its origin and valuing the contribution of black entrepreneurship. Items from the three lines will be available at the Feira Preta store in the Mercado Livre, whose sales will be reverted to the brands themselves and to the Feira Preta Institute.
Questioning the use given to the abad over the years, a campaign signed by Mercado Livre and Feira Preta helps to tell this undervalued side of the story, bringing even more visibility to black brands and entrepreneurs.
Signed by GUT So Paulo, the campaign consists of videos that present the Feira Preta brands responsible for the Abad Collection, an element re-signified as a tool for change.
