Mercado Livre
SCRATCH YOUR DATA
20DASH's printing program that enabled, at scale, the scratch-off 'Scratch your Data' labels (GUT São Paulo) for Mercado Livre, with 440 million prints and two Bronzes in Direct at Cannes 2026.
Mercado Livre's campaign called for scratch-off labels that would erase personal data upon disposal and could be produced consistently and quickly during Consumer Month in Brazil in 2026. The initiative was created by GUT São Paulo and rolled out across TV, digital, and OOH.
20DASH developed the program that generated and printed the scratch-off labels for the campaign. Standardized layout, print-ready files, and operations in sync with the campaign ensured both volume and quality. The workflow was designed for quick art and run adjustments, keeping production simple and stable for the team and suppliers.
Impact: The campaign achieved 440 million prints, 75.1 million people reached, and 48.4 million contacts (institutional data from Mercado Livre). At Cannes Lions 2026, Scratch your Data won two Bronze Lions in Direct (Use of Digital Platforms).