New initiative from the largest e-commerce in Brazil seeks to optimize the logistics of replacing balls on the field.
Those who watched the first match of the Carioco final between Flamengo and Nova Igua watched a more rhythmic game, with the ball on the field for longer. This is because the Free market, Flamengo’s sponsor, in partnership with GUT, brought an unexpected innovation to the stadium. Using advertising boards strategically positioned on the field, Mercado Livre helped the ball boys present at the match to return the balls to the players. The Placa-Gandula was used in the first game of the final, last Saturday (30), and will also be present in the match that defines the Rio champion, next Sunday, April 7th, at the Maracan stadium.
Technological innovations are already a reality in football and have played a fundamental role in the advancement and improvement of the sport. Among them, the Gol Line Technology (TGL) and the Video Assistant Referee (VAR). Placa-Gandula is another tool that will provide an innovative experience for fans and players. Created by GUT, the action combines the unusual with the sport that is a national passion and also uses in a disruptive way an already traditional medium in sport, which are the boards on the field. In addition to creatively reinforcing one of Mercado Livre’s main attributes, fast delivery, the campaign is part of the brand’s broad agenda to connect Brazilians with one of their greatest passions, football. See the video below:
Mercado Livre’s head of Branding, Iuri Maia, highlights that the company has expanded its presence in sponsorships and activations that deliver a brand experience and narrative connected to activities and areas of interest in people’s lives. According to him, the sports and entertainment territory is one of the pillars of this strategy and with this action they reinforce for consumers attributes such as fast shipping, in a creative, innovative and relevant way for an engaged public passionate about sports.
“Gandula Sign materializes Mercado Livre’s rapid delivery, elevating the traditional field advertising sign, which was previously a mere spectator, to the role of an active participant in the spectacle. Mercado Livre technology in action, bringing the ball back onto the field and contributing to an even more dynamic game”, highlight Rapha Borges and Rafa de Miranda, Creative Directors at GUT São Paulo.
Technical Sheet
Agency: GUT So Paulo
Advertiser: Mercado Livre
Product: Institutional
Titles: Ballboard – Placa Gandula
Territory: National
CCO: Bruno Brux
ECD: Tiago Abreu, Pedro Araujo, Murilo Melo
Creative Directors: Rapha Borges and Rafael de Miranda
Creatives: Andr Prestes, Carolina Ribeiro, Jorge Lucas, Junior Santos, Mariane Almeida
CEO: Valria Barone
Head of Account: Alessandra Visintainer
Regional Account Director: Natalia Noya
Account Director: Raphaela Guillen
Account Manager: Giovanna Falvino
Head of Strategy: Gisele Bambace
Strategy Director: Gabriela Sanchez
Strategy Manager: Bruno Facundes
Strategy Supervisor: Angel Pinheiro
Head of Creative Content: Nathalia Capistrano
Content Director: Adriana Boghosian
Content Strategists: Isabella Ribeiro
Influence Strategists: Jaqueline Lima
Head of Media & Effectiveness: Douglas Silveira
Media Director: Dennis Grassi
Media Manager: Mayara Garcia
Media Supervisor: Thaiz Gallina, Raquel Tavernari
Media Coordinator: Dayanne Verssimo, Alinne Lopes, Wes Santos
Media Assistant: Ntaly Ges
Head of Operations: Claudia Nakahara
Project Manager: Isabella Quaglio, Bruna Oliveira
Head of Production: Mnica Siqueira
Production Director: Rafael Motta
Production Manager: Thais Schroder
Producer: Thiago Alonso
Production Secretary: Lia Satiro
PR Director: Barbara Lima
PR Team: Renato Rogenski, Jssica Oliveira, Giovanna Pereira CDN
Filmmaker So Paulo: Diego Romero
Filmmaker Rio de Janeiro: Pedro Rossi Siqueira da Silva
Assistant Filmmaker Rio de Janeiro:: Gabriel Soares Guimares
Editing and Motion: Cesar Macedo, Gabriel Prado and Rmulo Ramos
Audio production: Dragonfly
Client approval: Iuri Maia, Stephanie Romeiro, Laryssa Rocha Monteiro
*Cape photo: Divulgao
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