In 2020, the world's biggest pride parade could not happen due to the COVID-19 pandemic. Mercado Livre wanted to celebrate pride in a way that felt genuine, yet cheerful.

The answer was to turn Paulista avenue into a 280-photo Instagram account filled with educational and inspiring LGBTQIA+ pride content where people could find comfort and community even during isolation. Visitors could comment and be tagged in the photos, and in turn, be featured in a special music video featuring Gloria Groove, an iconic Brazilian drag singer.