The action, created by GUT Bueno Aires, allows each person to see the film in their own clothing size and recognize themselves in the sizes portrayed.
Mercado Livre presented a campaign whose main objective is to promote and celebrate the diversity of female bodies. In addition, the piece also seeks to reinforce the positioning of e-commerce in the fashion segment.
Created by GUT Buenos Aires, the action features five actresses wearing garments of the most diverse sizes. In addition, the piece has a technology that allows users to watch the film in the size they wear in clothes, with the function of recognizing how that clothing would look.
At Mercado Livre, we believe that fashion should be plural and contemplate diversity in all senses, shapes and sizes, including different female bodies, so that all women feel represented. We want to celebrate this plurality and join forces towards a more inclusive fashion”, explained Thas Souza Nicolau, director of branding at Mercado Livre in Latin America.
The campaign teasers were published on Mercado Livre’s Instagram and TikTok profiles.