This year's Pride campaign from Mercado Libre, the Latin American e-commerce platform, begins with a simple observation—all the iconic kissing scenes from art, movies and entertainment feature heterosexual couples.
Agency Gut's Sao Paulo office therefore recreated some of those kisses with LGBTQIA+ couples in a blockbuster film that ran on Brazilian prime time TV this past weekend; they include movie kisses from the likes of "Titanic" and "Ghost," or TV shows such as "Game of Thrones," famous artworks and even a royal wedding.
The images of the kisses will also feature in outdoor campaigns and installations. Mercado Libre is also making the images available free of copyright so people can download them. It will donate $1 to Casa1, an LGBTQIA+ NGO, for each picture downloaded from its website.
"Ultimately, we want the campaign to change the status quo on search engines,” says Louise McKerrow, regional branding director for Mercado Libre and Mercado Pago. “When we search the Internet for 'iconic kisses,' we want to see a variety of people representing all the diverse expressions of love that exist.”