Every Black Friday it's the same: advertisers fighting over who can shout the loudest in the commercial breaks. Mercado Libre decided to innovate. Instead of competing in the breaks, the brand dominated the programming of Globo, the second largest television channel in the world, turning handshakes into discounts. Handshakes, symbols of good business and, not by chance, the Mercado Livre logo. The hunt for handshakes took over the country and the result couldn't have been any different: the biggest Black Friday in the brand's history.

“We know that Black Friday is one of the most anticipated dates for consumers. That's why we, the e-commerce leaders in Brazil and Latin America, have partnered with Globo to use technology to our advantage and offer an unprecedented experience to our audiences. We are investing heavily in innovation and creativity to make this Black Friday the biggest and best in history.” Thais Souza Nicolau, LATAM Branding Director Mercado Livre

“Turning Mercado Libre's logo into the trigger for a great search for handshakes in Globo's content, the second largest TV channel in the world, is the materialization of how at GUT, media and creation always go hand in hand to put innovative work on the street.” Rapha Borges and Rafa de Miranda, Creative Directors GUT SP.

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