The campaign, signed by Edelman, features the character of Marco Luque accompanying the product return process
Mercado Livre brought the character Jackson Faive, played by Marco Luque, to star in its new campaign, “Corre ao Contrrio”, which shows the reverse path: purchases that are returned.
The video, signed by Edelman and produced by Evo Filmes, features the character as a temporary employee at a Mercado Livre branch and he receives an exchange request from Amanda Pieroni, a digital fashion influencer. When asked about what happens after the return, Jackson decides to personally accompany the process and visits a company’s distribution center, guided by Luiz Vergueiro, the company’s senior director of Logistics.
In 2021, we invited Jackson Faive to star in The Package Path and showed the journey of deliveries from the distribution center to the consumer’s home. Now, we brought back the character to show the reverse path, of the returned products, explained Priscilla Naglieri, director of corporate communication at Mercado Livre.
The campaign aims to show consumers how the return of packages works from the “Guaranteed Purchase”, available on the website.
In addition to Mercado Livre’s proprietary channels, the video is also available on Marco Luque and Amanda Pieroni’s social networks.
