A world without labels - Genderless Fashion
Genderless clothing and beauty, for all & just one click away in the largest marketplace of LATAM. The campaign was filmed in Barcelona. It won an Effie award in 2020.
Mercado Libre is the leading ecommerce in Latin America (+100 Bi Market cap), which stands out for being the first most visited retail site in Latam and the eighth in the world.
We decided to back up the powerful non binary movement by creating the filter “gender neutral” in the marketplace. We announced it with a big campaign in Brazil, Mexico and Argentina, which represented a celebration of a world without labels.
Achieved: +2pp in purchase consideration and multiple awards, across LATAM.
Echoing social concerns that are acquiring more and more relevance, we aimed to provide a real response to this demand.
This new category of genderless fashion was permanently incorporated to allow the sellers to publish items as gender neutral and also, the users, who do not identify with the binary division of female and male genders, to find brands and clothing for this matching category. Above all, leveraging on Mercado Libre’s well known brand, this was a statement beyond fashion, reminding that feeling free and respecting each other in their way of dressing, acting, being, should be a core value of this era.
Campaign deployment
- Brand strategy for Fashion and Beauty categories
- Social & influencers
- TV film & Digital ads
- Participation in the São Paulo fashion week}
- Radio
- OOH
Links:
- Campaign PR release
- Mexico Influencers
- Sao Paulo Fashion Week
- Press Dossier net
