Mercado Livre - Ballboards (case study)

For decades, advertising billboards have been integrating brands into the football environment. But never before had one of them actively participated in a match. To demonstrate the quick delivery of the largest e-commerce platform in Latin America, GUT São Paulo created the 'Ballboards'. Billboards equipped with a cannon that, at the corner kick moment, automatically delivered the ball to the player in seconds.
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 “Ballboards,” 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."
"Ballboards materializes Mercado Libre's fast delivery, elevating the traditional field advertising board, which was previously a mere spectator, to the role of an active participant in the show." Rapha Borges and Rafa De Miranda, Creative Directors at GUT São Paulo.
AWARDS
Cannes Lions 2024
- Silver in Direct
- Bronze in Brand Experience & Activation
- Bronze in Media
CREDITS
Brand: Mercado Livre.
Head of Branding: Iuri Maia.
Branding Manager: Stephanie Romeiro.
Branding Specialist: Laryssa Rocha Monteiro.
Creative Agency: GUT São Paulo.
Founder & Creative Chairman: Anselmo Ramos.
Founder & Creative Chairman: Gaston Bigio.
Global CEO: Andrea Diquez.
Managing Director: Valeria Barone.
Chief Creative Officer: Bruno Brux.
Creative Directors: Rapha Borges and Rafa De Miranda.
Creatives: André Prestes, Carolina Ribeiro, jorge lucas, Junior Santos, Mariane Alves Almeida.
Head of Account: Alessandra Visintainer.
Regional Account Director: Natalia Noya.
Account Director: Raphaela Guillen.
Account Manager: Giovanna Falvino.
Head of Strategy: Gisele Bambace.
Strategy Director: Gabriela Sanchez.
Strategy Manager: Bruno Facundes.
Strategy Supervisor: Angel Pinheiro.
Head of Creative Content: Nathalia Capistrano.
Content Director: Adriana Boghosian.
Content Strategist: Isabella Ribeiro.
Influence Strategist: Jaqueline Lima.
Head of Media & Effectiveness: Douglas Silveira.
Media Director: Dennis Grassi.
Media Manager: Mayara Garcia.
Media Supervisors: Thaiz Gallina, Raquel Tavernari.
Media Coordinators: Dayanne Veríssimo, Alinne Lopes, Wes Santos.
Media Assistant: Nátaly Góes.
Head of Operations: Claudia Nakahara.
Project Managers: Isabella Quaglio, Bruna Oliveira.
Head of Production: Mônica Siqueira.
Production Director: Rafael Motta.
Production Manager: Thais Schroder.
Producer: Thiago Alonso.
Production Secretary: Lia Satiro.
3D: ROX Studio.
3D Design: Angelo Sá, Romero Sá, Renato Quaresma.
PR Director: Bárbara Lima.
PR: CDN Comunicação.
PR Team: Renato Rogenski, Jéssica Oliveira, Giovanna Pereira - CDN.
Filmmaker São Paulo: Diego Romero.
Filmmaker Rio de Janeiro: Pedro Rossi Siqueira da Silva.
Assistant Filmmaker Rio de Janeiro: Gabriel Soares Guimarães.
Editing and Motion: Cesar Macedo, Gabriel Prado, Rômulo Ramos.
Audio Production: Dragonfly.