Campaign was developed by GUT SP
In ‘Steps to Visibility, Mercado Livre wants to increase the visibility and importance of the National Trans Visibility Day, celebrated on January 29. Developed by GUT SP to draw attention to the stories and rights of trans people, the campaign turned trans community demands into dance moves.
The campaign is inspired by a collective manifesto, signed by screenwriter Luh Maza, with claims collected from the trans community of Mercado Livre, in conversations with the affinity group and its trans collaborators. From the manifesto, words-symbols were chosen to represent the trans struggle and celebrate this community: freedom, citizenship, unity, courage and equality.
In addition to driving conversations on the topic, the campaign also celebrates the art and culture of the trans community through voguing, a dance style that was born inside the ballrooms, between the 1960s and 1980s, and created by black, Latino and peripheral trans people in the United States.
For this, dancer Zaila Barbosa, a trans woman and member of the self-organized collectives to support LGBTQIA+ people House of Zion and Casa de Candaces, choreographed the performance of the film, seeking inspiration in the importance of the movement of expression of gender identity through of body art.
Datasheet:
Agency: GUT São Paulo
Advertiser: Ebazar
Product: Free market
Qualification: Steps to Visibility
Duration: 1×60” ; 1×15”
Territory: National
ECD: Bruno Brux and Murilo Melo
Creative Directors: Linus Oura and Tiago Abreu
Creatives: Andressa Cruz, Arthur Melo, Júnior Santos, Thamara Pinheiro
Managing Director : Valeria Barone
Regional Account Director: Natalia Nova
Account Director: Raphaela Guillen
Account Supervisor: Mateus Carvalho
Account Assistant: Larissa Benjamin
Head of Strategy: Amanda Agostini
Strategy Director: Mercedes Barusso
Strategy Manager: Bruno Facundes
Strategist: Bárbara Reis
Social Strategy Director: Douglas Coelho
Social Strategy: Bruce Vital and Paula Baião
Head of Media & Data: Guilherme Cavalcante
Average Manager: Douglas Silveira
Media Manager: Laura Cardinal
Media Coordinator: Caio Melo
Head of Production: Mariane Goebel
Production Manager: Thais Schroder
Senior Producer: Luciane Nuvolara
Production Assistant: Yris Franco
Image Production: FAUNA
Direction: Luh Maza
1st Assistant Direction: Thais Soares
executive: Graziella Nadruz
Assist Prod Executiva: Lunna Tourounoglou
Coordination Assistant: Michel Nogueira da Silva
coordinate of production: Claudia Regina de Moraes
Production director: Andrea Beni Biancardi
Intern: Juliana Alves Noronha
Set Assistant: Rodrigo Dias, José Aldevam Andrade Ferreira, Luiz Gustao Costa – Pitta, Edson Ricardo Queiroz e Silva, Eduardo Polastro
Rental Producer: Fabiana Biagioni, Thaise Hurtado
Photography direction: Rosa Caldeira
1º Assist. Camera: Cristiano Machado da Silva,
2º Assist. Camera: Felipe Santa Ana Sampaio
Logger: Gabriel Freires Pereira Arruda
Video Assist: João Pedro Gibran do Carmo
Remote Monitoring: Matheus Pizani de Souza
Steady Cam: Francisco Faria- (Maoma)
Drone Operator: Luiz Roberto Pereira Albertin
Costume Proof photographer: Otávio César Tavares de Souza
art director: Nidia Aranha
Art assistant: Douglas Braga Mattos
Art Producer: Victor Esteves Rodrigues
Art Helper: Lucas Ramos Bergamini
contraregra: Vinicius Damico Ribeiro
choreographer: Zaila Aparecida de Souza Barbosa
Costume designer: Vicenta Perrotta
Assistant: Dandara Maria Martins Fonseca
Stylist / guest fashion project: Vista Vaskes, Boutique Casa Chama, Revista Quenda, Atelier TRANSmoras, Use VP, Projeto Ponto Firme, Amapo jeans
makeup artist: Mago Tonhon
Makeup Assist: Maria Agata Ignacio
Casting Producer: Filipe Martiniano Couto
Support Cast: Sarah Alves da Silva
List: Puri Yaguarete Gomes dos Santos, Tanesha Jennifer do Nascimento Castro Silva, Aru Braz Macedo de Paula, Diameyka Odara and Taka Kasahara Martins Furtado
coordinate of Post: Rafael Ramos Malavasi
finisher: Raphael Bonato
Editor: Phelipe Caetano
Motion/Comp: Raphael Fernandes
colorist: Felipe Manoel
Photographer: Pedro Jorge Afrop
sound production: HEFTY
Producer: Edu Luke, Cris Botarelli, Otávio Cavalheiro, Celso Moretti, Rud Lisboa and Tuco Barini
Service: Debora Carvalho and Daniella Cabaritti
Coordination: Larissa Durante and Susi Rodrigues
locution: Unholy Venture
Customer approval: Thais Souza Nicolau, Nathalia Cavalcante Teixeira and Laura Cremonesi Balzan
