Mercado Livre seeks to normalize LGBTQIA kisses with the New Iconic Kisses campaign

In LGBTQIA Pride month, the brand uses famous kisses from pop culture as inspiration

Mercado Livre, the leading brand in e-commerce technology in Brazil, launched in June the “New Iconic Kisses” campaign. It aims at normalizing kissing and romantic scenes in diverse couples. Created by GUT, it brings scenes of kisses inspired by pop culture in various compositions, inviting the community to spread #BeijosIconicos featuring diverse couples. The campaign premiered the Pride SP Online and then was shared through social networks and OOH media.

“Mercado Livre believes that building a plural society and an increasingly free future is only possible based on diversity and inclusion. Our campaign reinforces the idea of democratizing all expressions of affection and our support in building a more representative world, encouraging society to understand that LGBTQIA kisses are also iconic. After all, we are free to be ourselves,” says Thais Souza Nicolau, Regional Branding Director at Mercado Livre.

To encourage the income generation of the LGBTQIA+ community, Mercado Livre will make the iconic photos available for download. Each download will turn into a donation of R$1 to Casa1, a shelter for homeless LGBTQIA+ people.

In addition, Mercado Livre hired a team of digital influencers who will reinterpret iconic kisses in photo format, inviting their followers to participate in the movement. LGBTQIA+ illustrators were also called to portray the campaign’s kisses with their unique features and from their own experiences.

“There are dozens of kisses considered iconic, and they all have one thing in common: they are performed by heterosexual couples. As a brand that believes in freedom, including for love, we thought that rethinking these kisses, creating new iconic kisses was something necessary,” says Bruno Brux, ECD at GUT São Paulo.