São Paulo, March 2026 — Two of Brazil’s biggest streamers go head-to-head in search of real discount coupons. With “Coupons in Play,” Mercado Livre, Latin America’s leading e-commerce platform, strengthens its presence in entertainment and transforms the live-streaming dynamic into a coupon hunt that can be redeemed on Mercado Livre.
The showdown between Paulinho O Loko and Loud Coringa takes place on the streets of Los Santos, a setting filled with stores and billboards featuring fictional versions of real brands. With help from fans in the chat, the streamers must find these brands before the opposing team. The discovered names become discount coupons, unlocked in real time for viewers to use and secure products from major brands sold on Mercado Livre. At the end of the competition, the team that unlocks the most coupons wins.
“This initiative is born from the logic of live streaming and the strength of the community. In ‘Coupons in Play,’ discoveries within the game turn into coupons for viewers, released in real time without interrupting the fun. It’s another example of how Mercado Livre is strengthening its presence in the entertainment space with experiences that naturally connect with audiences,” says Stephanie Romeiro, Head of Branding at Mercado Livre.
The campaign, created by GUT Mexico in partnership with GUT São Paulo, turns the world’s most famous game into a live coupon-hunting competition. “The streets of Los Santos are full of brands. Not exactly the ones we know, but they represent products everyone loves—and on Mercado Livre, people can find all these original products from major brands,” adds Tiago Abreu, CCO of GUT São Paulo.
How to watch The live stream will take place on April 2 at 8:00 p.m. on Twitch. Until then, the gamers will rally their fans to tune in, and the winner will be announced on April 3 via the winner’s and Mercado Livre’s Instagram Stories. Follow everything on Mercado Livre’s social channels and the streamers’ profiles. Learn more here.
CREDITS Brand: Mercado Livre Product: Institutional Campaign: Coupons in Play
Agency: GUT Mexico Creative: CCO: Federico Russi ECDs: Guido Donadio, Sebastian Regiani, and Jose Mario Muñoz Creative Directors: Adriana Mondragón and Diego Lopez Oliva Creatives: Angel Yuben Ibañez Millán and Jonathan Aparicio Gutierrez Account: Group Account Director: Simón Arce
Agency: GUT São Paulo Creative: CCO & Partner: Bruno Brux CCO: Tiago Abreu ECDs: Rainor Marinho and Sofia Calvit Creative Directors: Charles Faria and Mellina Fontoura Creatives: Sophia Montenegro and Vitor Chagas Account: CEO: Valéria Barone Managing Director: Alessandra Visintainer Group Account Director: Maira Bandeira Account Director: Giovanna Falvino Account Manager: João Laureano Account Executive: Mariana Majczak Communications Director: Beatriz Ribeiro
Strategy: CSO: Luiz Arruda Head of Strategy: Gisele Bambace Strategy Manager: Nathalia Campero Strategy Supervisor: Beatriz Jannini
Production: Head of Production: Môni Siqueira Production Director: Rafael Motta Production: João Alfonso
Operations: Head of Operations: Claudia Nakahara Senior Creative Manager: Rosana Pelegrini Traffic Analyst: Engel Ribeiro
Media: Chief Media Officer: Douglas Silveira Agency: Zetabé Managing Director: Heloisa Figueiredo Account Director: Marina Vilar Account Manager: Beatriz Moreira Account Coordinator: Sheila Libarino Media Manager: Danilo Lopes Media Supervisor: Kaique Santana Media Coordinator: Filipe Silva Programmatic Media Supervisor: Adones Barroso Social Media Supervisor: Giovanna Silva Programmatic Media Coordinator: Sarah Souza Social Media Coordinator: Daniel Teixeira
Production Company: 3C Chief Business Officer: Allan Fernandes Sales Executive: João Oliveira Senior Strategist: Giulia Nakayama Project & Production Manager: Maurício Paz Talent Manager: Guilherme Leonardo Meritan Portioli Account Manager: Guilherme Medeiros Art Director: Breno Marchiori Motion Graphics Designer: Danilo Oliveira
KV Production Company: Cego Director: Daniel Levenhagem Executive Producer: Mariana Marcão Account: Mariana Marcão and Nathalia Massarelli Project Manager: Jéssica Almeida AI Specialist: Thiago Britto
Client Approval: Iuri Maia, Stephanie Romeiro, Jhully Amorim, Maria Del Pilar Echeverria, Natalia Brumati, Thais Sampaio, Barbara Castro, Beatriz Spalding, Evelyn Aureliano, Shara Paulino
2023 Roastbrief is a digital media with global presence that seeks to share knowledge and updates about the creative industry.
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