Mercado Livre (Ebazar) - "Black Business Beats" by ANDY Awards 2022
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Mercado Livre (Ebazar) - "Black Business Beats"
- Brand: Mercado Livre (Ebazar)
- Country: United States
- Advertiser: Mercado Livre
| Title | Black Business Beats |
| Agency | Gut |
| Campaign | Black Business Beats |
| Advertiser | Mercado Livre |
| Brand | Mercado Livre (Ebazar) |
| Posted | April 2022 |
| Business Sector | Online Retail, E-store |
| Media Type | Branded Content |
| Length | |
| AI Description | In the ad "Black Business Beats," Mercado Livre collaborates with renowned Brazilian rap artists Djonga and Tássia Reis to create a powerful narrative. Using hip-hop, the ad highlights the influential connection between music and luxury brands, noting that 73% of hip-hop songs reference brands. The video shifts focus to highlight groundbreaking change. Instead of promoting well-established luxury brands, artists spotlight small Black-owned brands such as Sobrinho by Daniela Santos, Resisto OPM, and Da Minha Cor, aligning this advertisement with Black History Month. Through vibrant imagery and impactful music, the ad showcases Mercado Livre's e-commerce platform as a viable space for emerging Black entrepreneurs. It emphasizes unprecedented visibility and boosted sales for these brands via artist promotion on YouTube. The striking visuals of urban settings, fashion statements, and luxury concepts emphasize themes of empowerment, diversity, and entrepreneurial success. The campaign results in a reported 60% average increase in sales for featured brands. As part of the effort to celebrate and support black-owned businesses, the commercial underlines a commitment to community empowerment and cultural representation. |
| ECD | Bruno Brux, Murilo Melo |
| Creative Directors | Linus Oura, Tiago Abreu |
| Creatives | Andressa Cruz, Júnior Santos, Will Santos, Kayran Moroni |
| Social Creatives | Mariane Almeida, Clécius Gonzaga |
| Global CSO | Fernando Ribeiro |
| Managing Director | Valéria Barone |
| Regional Account Director | Natalia Noya |
| Account Director | Raphaela Guillen |
| Account Manager | Giovanna Falvino |
| Account Assistant | Larissa Benjamin |
| Head of Strategy | Amanda Agostini |
| Strategy Director | Mercedes Barusso |
| Strategy | Amora Marzulo, Bárbara Reis |
| Strategy Consultant | Camila Camargo, Gabriela Neves |
| Social Strategy Director | Douglas Coelho |
| Social Strategy | Bruce Vital, Paula Baião |
| Head of Media & Data | Guilherme Cavalcante |
| Media | Douglas Silveira, Laura Cardeal, Jayane Lopes, Caio Melo |
| Head of Production | Mariane Goebel |
| Production Manager | Thaís Schroder |
| Produtora de imagem | Magma |
| Direção de cena | Thatiane Almeida |
| Produção executiva | Marcela Santos |
| Atendimento | Raquel Andrade |
| Fotografia | Daniel Belinky |
| Figurino | Naiara Albuquerque |
| Beleza | Welida Souza |
| Direção de arte | Poliana Feulo |
| Fotógrafo Still | Jef Delgado |
| Coordenação de produção | Renata Munaretto; Gabriela Carvalho;Jonas Matos |
| Diretor de produção | Guilherme Valiengo |
| Assistente de produção | Lohann Oliveira e Maria Rita Miranda |
| Coordenação de pós produção | Raphael Tarso |
| Montagem | Victor Cohen |
| Colorista | Eli Silva |
| Effects | Junior Spinella;Bruno de Castro;João Pessoa;Rodrigo Peres |
| Produtora de Som | HEFTY |
| Composição | Tássia Reis e Djonga |
| Intérpretes | Tássia Reis e Djonga |
| Produtor | Edu Luke, Otávio Cavalheiro, Celso Moretti, Tuco Barini, Rud Lisboa e Cris Botarelli |
| 3D | Thiago Mucci |
| Direção geral e cena | Vitor Manon |
| Direção de fotografia e operação de câmera | Raphael Savelkoul |
| Edição e finalização | Camila Cavanha e Yutha Matsuda |
| Aprovação do cliente | Louise Mckerrow, Thais Nicolau, Nathalia Cavalcante Teixeira, Laura |
| Filipe de Figueiredo Oliveira | Motta, Marcela Gimenez |