When you google "iconic kisses", the overwhelming majority of images depict heterosexual (and heteronormative) kisses. Mercado Livre aimed to create new inspiring imagery to properly represent LGBTQIA+ love on the internet, recreating iconic kisses from visual culture with a diverse selection of queer people.
The resulting photographs were available for download and commercial use: each download equaled $1 donated to Brazil's biggest LGBTQIA+ NGO, Casa 1, and the images were free for commercial use in order to generate revenue for queer sellers on the platform. "New Iconic Kisses" took place a mere two months after a bill forbidding LGBTQIA+ representation on Brazilian advertising was presented to congress.
Roles:
Brand strategy, Insights, Social strategy, Comms Planning, Influencer Strategy and Management
Awards
Cannes Lions Silver in Print, Bronze in Film and Brand Experience
Effie Brazil Gold in Branded Content, Silver in Seasonal Marketing
Meio e Mensagem 2021 Campaign of the Year