Boxed-Ads

Instead of competing for space in crowded cities, we found a new one by not buying the billboard, but the border. Mercado Libre’s signature yellow delivery box was placed on the physical frames of existing outdoor ads, making it look like we had just delivered the product being advertised. It was a simple, subversive twist that turned other brands’ messages into proof of our own value: you can get everything you see on Mercado Libre.

The idea flipped the script on traditional media ownership, transforming overlooked, non-monetized real estate into a branded asset. And it wasn’t just visually disruptive, but economically smart. The creative strategy directly shaped this low-cost, high-impact execution, driving preference and product variety perception in a region where every square meter of visibility matters.

Featured : Adforum

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★ Cannes Lions : 1 Bronze + 1 Shortlist