Peace Delivery
Client: Mercado Libre
Agency: GUT Buenos Aires / Sao Paulo
Role: Creative Director
In the days leading up to the Copa Libertadores final in Rio between Fluminense (Brazil) and Boca Juniors (Argentina), tensions ran high as hooligans clashed over the historic rivalry between the two nations. But in the midst of the chaos, we found and delivered a story in just 48 hours, which helped ease the tension: Pablo Cardozo, an Argentine and devoted Boca Juniors fan, has been living for more than 15 years inside Christ the Redeemer, the symbol most beloved by Fluminense fans, and serves as a guardian. This discovery allowed Mercado Libre to connect with soccer fans by showing that the sport transcends rivalries, fosters unity and promotes peace.​​​​​​​

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