Mercado Livre VanCast

We developed and launched Vancast, an innovative branded videocast series for Mercado Livre that strategically converted the brand's core functional asset—the concept of "delivery"—into a high-engagement celebrity talk show format.

The core idea involved conducting exclusive, intimate interviews with iconic figures (starting with global star Neymar Jr.) inside a moving delivery van, effectively transforming the logistical route into a unique and casual space for authentic storytelling. The primary objective was to position Mercado Play as a relevant entertainment platform, connecting the brand with major cultural topics (sports and entertainment) while driving traffic to the proprietary streaming service.