The packages you receive contain more than just the products you’ve bought. They also contain your data. And people simply throw them away. On Consumer Day, March 15, in Brazil, Gut São Paulo agency and e-commerce company, Mercado Livre, are encouraging people to Scratch Your Data first.
The campaign encourages data protection when discarding packaging, promoting a simple habit that reinforces the importance of taking care of personal information even after receiving orders.
Scratch Your Data began with a special coupon given to the first three thousand purchases made on the initiative’s landing page. Once they’ve received their order and removed their data from the label, an exclusive coupon will be revealed, connecting awareness to a direct benefit for the buyer.
Users who do not receive the special labels can also participate in the initiative through social media. Mercado Livre will launch an action on X that tallies comments on the official post. Once a target number is received a coupon will be made available, reinforcing the message about the importance of scratching off personal data before discarding packaging. Coupons are limited.
“When we talk about data protection, we’re talking about an ongoing responsibility. We want to extend this awareness to the moment of packaging disposal and encourage a simple, yet relevant, precaution in people’s daily lives. The coupon serves as an incentive to transform this awareness into a habit,” stated Iuri Maia, director of brand strategies at Mercado Livre.
The initiative began with a manifesto video on Instagram – starring Brazilian presenter, Marcos Mion. He presents the proposal and guides people on the correct way to remove data from labels. The campaign will continue in social media with native TikTok content via creators.
“The idea is to create the habit of deleting your data from anything you receive daily. Mercado Livre is the first brand to think of this initiative, but the invitation is for people to do this with everything they receive in their name,” explained Tiago Abreu, CCO of GUT.
The initiative complements Mercado Livre’s ongoing data protection practices, with continuous investments in technology, processes, and information security to ensure a reliable experience throughout the company’s ecosystem. Data protection guidelines can be found on the official website.
Credits:
Client: Mercado Livre
Creative Agency: Gut Sao Paulo
Chief Creative Officers: Bruno Brux & Tiago Abreu
Executive Creative Directors: Rainor Marinho & Sofia Calvit
Creative Directors: Mauricio Dias & Eduardo Nose
Creatives: João Siqueira & Felipe Farah
Head of Production: Môni Siqueira
Production Director: Rafael Motta
Producer: Nasthy Devla
Chief Executive Officer: Valéria Barone
Managing Director: Alessandra Visintainer
Business Team: Maira Bandeira, Vinicius Lopes, Pietra Raya, Marina Vilar, Lucas Belen
Communications Director: Beatriz Ribeiro
Strategy Team: Luiz Arruda, Gisele Bambace, Gabriela Sanchez, Nathalia Campero & Beatriz Jannini
Chief Media Officer: Douglas Silveira
Managing Director: Heloisa Figueiredo
Production Company: Vision
Director: Maví
Executive Producers: Ana Ourique &Karin Nantes
Producer: Breno Oliveira
Photographer: Guilherme Nunes
1st AC: Yuri Camargo
Production Assistant: Wellington Santos Farias
Sound: Cabaret
Sound: Tiago Leitão
