MERCADO LIVRE | FEED PARADE | 2020
The world's biggest parade became 279 photos / MERCADO LIVRE "FEED PARADE"
In 2020, the world's biggest pride parade disappeared. The 2.5km road that 5 million people were supposed to walk was completely wiped out by the pandemic. Brazil's GUT rebuilt that road on Instagram, using 279 photos.
The problem
São Paulo's pride parade holds a world record for its size, and Mercado Livre had been its main sponsor for years. In 2020, even when the in-person event was cancelled, they decided to keep sponsoring it anyway.
The insight
86% of the LGBTQIA+ community use social media as a place for self-expression, and many of them live on Instagram. If people couldn't gather on the street, why not build the street where they already gather every day?
The idea
They flew a drone over the entire 2.5km parade route, cut the footage into 279 photos, and posted them one by one to an account called @FeedParade. Lined up together, they formed the actual road. Some of the carousel posts had influencer videos hidden inside, and anyone who commented got tagged in the photo, instantly becoming a participant in the virtual parade.
What happened
The road filled up within 15 minutes of launch. In the end, more than 60,000 people took part, and every single one of their Instagram handles appeared in the music video for Gloria Groove's new song "Gloriosa." The campaign won the Grand Prix in the Entertainment for Music category at Cannes Lions 2021, Brazil's first win in that category.
Afterthought
A parade isn't really a "place," it's a "gathering." With just one comment, 60,000 people became part of the same road. I kind of wanted to walk that road myself.
Awards
- Cannes Lions Grand Prix 2020
