About the project
The "Tá na Rede" campaign, created by Mercado Livre and GINGA, transforms a passion for amateur soccer into a platform for content and social impact. With Formiga, Lugano, and Casimiro as spokespersons, the initiative celebrates the small soccer fields where young people build their dreams through sports.
The movement brings goalposts and nets to communities across Latin America, converts bus shelters into soccer goalposts, and directs a portion of sports product sales to the Gol de Letra Foundation, engaging millions in a more accessible and transformative soccer movement.
#TáNaRede transforms open fields into organized training grounds for new talent.
Brazil is passionate about soccer, but the sport’s grassroots—its most talented players—often begin their careers on makeshift fields with little infrastructure, where the first goal doesn’t find the back of the net because, in many cases, there isn’t one.
With the goal of encouraging soccer play across the country in a better way and with improved infrastructure, GINGA and Mercado Livre, one of Brazil’s largest e-commerce networks, have joined forces to launch the “#TáNaRede” initiative.
#TáNaRede donates 500 kits to revitalize floodplain fields in Brazil.
After mapping the poorly-structured fields across the country, the "#TáNaRede" initiative donated nets and goalposts to around 500 soccer fields in Brazil, benefiting more than 30,000 people with more than 500 kits, which contained customized goal nets, goalposts and other items, distributed in community fields across the country. In addition, nets were placed on fields that already had goalposts.
The best is yet to come.
In partnership with the Gol de Letra Foundation and NGOs across Latin America, Mercado Livre launched the TÁ NA REDE campaign (in Spanish, REDES PARA GOLEAR), distributing kits containing goal nets for amateur soccer fields and community courts throughout Latin America. The campaign, executed by GINGA, reinforced Mercado Livre’s brand promise: THE BEST IS COMING.
SIGNA developed the campaign’s visual identity, the kits delivered to the communities, and the art direction for the campaign’s photo shoots and videos.
#Online with GINGA
An innovative partnership between GINGA and Mercado Livre to revitalize neighborhood soccer fields in Brazil, making grassroots soccer more accessible through essential infrastructure and creating a broad social impact in communities.
75 million+
The initiative has reached more than 75 million people across the country.
+500
500 kits containing custom goal nets, goalposts, and essential equipment were distributed to local soccer fields.
Bronze
Bronze award at the MMA Smarties for the campaign recognized as the best in digital and social media categories.
