Mercado Livre


Agency: GUT São Paulo


Latin America’s largest online retailer, is known for its fast delivery, and it's now taking its famous speed, efficiency and innovation straight to the soccer field with “Ballboard,” a creative idea that mixes technology, advertising and Brazilians’ passion for soccer to improve the game for fans.

Created with creative agency GUT São Paulo, the e-commerce platform transformed billboards at the Maracanã Stadium into dynamic tools that assist ball boys in quickly getting the ball back into play, cutting down on interruptions, and speeding up the game.

Launched during Brazil's league finals, the ‘Cariocão’, the campaign jumped off FIFA's finding that the actual time the ball is in play in Brazil is six minutes below the global average. The “Ballboard” campaign was designed to increase game fluidity by minimizing ball retrieval times. It scored impressive results: balls were delivered on average 5 seconds faster to players arriving at the corner kick, streamlining the flow of the game. See the “Ballboard” in action HERE.

"Our sponsorships and activations are designed to deliver a brand experience that connects to activities our consumers are most passionate about, and soccer fans in Brazil are among the most passionate sports fans in the world,” said Iuri Maia, Head of Branding at Mercado Livre. “With this innovative campaign, we underscore attributes we are known for, such as fast shipping, in a creative and relevant way for our consumers.”

“The creative concept behind ‘Ballboard’ transforms traditional advertising billboards into an active element of the game, proving that innovation can elevate the sport in unexpected ways,” said Bruno Brux, Chief Creative Officer at GUT São Paulo. “This initiative sets a new precedent for game dynamics worldwide and shows how creativity can be used directly on
the field.”

This year marks Mercado Livre’s 25th anniversary, a milestone that marks a unique opportunity to celebrate the commitment it has with consumers. In collaboration with GUT Mexico City, Mercado Libre also recently launched its new "Little Boxes'' campaign to celebrate the brand's 25 years throughout the LATAM region.

This professional campaign titled 'Ballboards' was published in Brazil and Mexico in April, 2024. It was created for the brand: Mercado Livre, by ad agency: GUT São Paulo. This Experiential medium campaign is related to the Retail Services and Sports industries and contains 1 media asset. It was submitted about 2 months ago.


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