The campaign, created by Jones and produced by Caf Royal, aims to present the benefits of companies
Mercado Pago and Mercado Livre joined their Black Friday campaigns with the aim of showing users the advantages of the ecosystem and reinforcing the companies’ bonds of brotherhood.
The campaign, created by Jones and developed in two phases led by brothers Alexandre and Fernando Pires, shows how building a successful partnership between brothers works and was designed using elements that give a sense of continuity to the play “Ta na Mo” , created by Gut for Mercado Livre.
“The synergy of the brands was translated not only into the choice of brothers, but also into elements associated with the marketplace campaign for the date, such as the handshake, the setting and the speeches directed to the period that busiest retail and which automatically generate connection with Mercado Livre”, said Pethra Ferraz, vice president of marketing at Mercado Pago in Amrica Larina.
With more than 10 films including online, offline and digital pieces, the public will be impacted with discount coupons for those who buy and pay on the marketplace using digital banking for the first time or for those who are already Mercado Pago customers with pre-approved credit, request your credit card for the first time and pay for purchases at Mercado Livre with your new card.
The film’s producer is Caf Royal, with stage management by the duo Walk In Brothers, formed by Filippo and Stefano Capizzi Lapietra.
“No digital bank has a brother like this. This is what we want to show in the campaign, which also presents the many benefits of buying at Mercado Livre with Mercado Pago on Black Friday. We look for visual elements that reinforce this fraternal issue between the brands and reinforce the unity of two iconic brothers, who are in themselves part of the history of Brazilian music and also the perfect representation of how brotherhood often contributes to growth”, says Gabriel Bona, executive creative director at Jones.
