Raspe seus Dados

Most data protection campaigns ask people to think abstractly about invisible threats — Mercado Livre identified something far more concrete: the shipping label sitting in your recycling bin right now, broadcasting your full name, address, and purchase history to anyone who picks it up. 'Raspe seus Dados' (Scrape Your Data) turned that mundane disposal moment into a behavioral prompt, asking customers to physically scrape personal information off packaging before discarding it. GUT found a simple, tactile creative idea — a scratch-off gesture loaded with double meaning — inside a real consumer problem rather than a manufactured one. The campaign backed behavior change with genuine incentive: exclusive coupons distributed across Instagram and X, connecting data protection directly to the commercial relationship. What distinguishes this from typical awareness work is that it operates entirely within Mercado Livre's ecosystem — the threat originates from their packaging, the behavior change happens with their deliveries, and the reward drives back to their platform. That closed loop gives the campaign an authenticity that a generic 'protect your data' message could never achieve. As a proof-of-concept for brand-owned data literacy, the initiative demonstrates how a retailer can convert its own infrastructure into the creative medium — reframing a liability (packaging as data exposure) into a loyalty touchpoint. The strategic lesson is less about cause marketing and more about owned-channel behavior design: finding the friction that already exists in the customer journey and building the campaign around it.