And now, Flu? Official sponsor of CONMEBOL Libertadores2023, o Free market has just launched a campaign that highlights the traditional visit of football fans Fluminense to Santurio Cristo Redentor before the big games. The campaign aims to convey a message of unity and respect in the South American football scene, but when it comes to the title, it could be that Christ was wearing earplugs this time! And it’s the fault of Pablo Cardozo, caretaker of the Sanctuary for over 10 years and responsible for the care of the monument, who… well, a fan of the Boca JuniorsFlu’s rival this Saturday (4).
The campaign, developed by the agency GUT Buenos Aires, explores this singular coincidence through a simple, yet impactful and humorous narrative. With this, Mercado Livre seeks to engage fans of both teams by showing that football transcends rivalries. The film will be broadcast in Brazil and Argentina.
It was never just football. This is how fans from all over Latin America refer to the sport that unites and transcends borders. We find in sport, embodied in the sponsorship of CONMEBOL Libertadores, a deep connection with our purpose and brand values: the democratization of access and the connection of our millions of users, highlights Thais Souza Nicolau, director of Branding LATAM at Mercado Livre.
The campaign advert features a Brazilian Tricolor fan meeting Pablo Cardozo, who is an ardent Boca fan. They exchange a handshake that symbolizes the Mercado Livre logo, wishing qMay the best come in the title fight. The campaign ends with impressive images of Christ the Redeemer and reinforces the brand’s role as an official sponsor of CONMEBOL Libertadores.
A CONMEBOL Libertadores final between an Argentine team and a Brazilian team, and a real story that, if someone wrote it in a script, no one would believe. When we found out, we didn’t hesitate to think that this had to be Mercado Livre’s campaign for this datehighlight Matas Lafalla and Ramiro Rodrguez Gamallo, ECD & Partners at GUT.
The campaign amplifies the sporting spirit and Mercado Livre’s mission to unite people. As slogan The best is coming, the brand also highlights the emotion and expectation surrounding the grand final. Come check out this brilliant film here with us.
* Cover photo: Disclosure/Mercado Livre
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