To announce the collaboration, pilot Franco Colapinto and a Mercado Livre delivery man exchange roles in the campaign signed by GUT
Mercado Livre announced its official partnership with Williams Racing and driver Franco Colapinto during the Formula 1 São Paulo GP. The partnership includes the presence of the brand on Williams cars, in addition to several activations and promotions until the end of the racing season. 2024.
A campaign film was released to advertise the campaign. Created by the agency GUT, the video shows pilot Franco Colapinto and a Mercado Livre delivery man exchanging roles to highlight their passion for fast deliveries. Mercado Livre’s yellow vans will be used to display Colapinto’s car on the streets of São Paulo before the GP, in addition to actions in OOH and social media.
“The partnership with Williams Racing and the young and promising Franco Colapinto reflects our commitment to innovation, technology and speed. Just like in racing, at Mercado Livre we are always looking for agility and efficiency to deliver faster and the best experience for our customers”, says Fernando Yunes, senior vice president and leader of Mercado Livre in Brazil.
