For LGBTQIA+ pride, São Paulo mall to display gay kiss on its facade
RIO DE JANEIRO, BRAZIL – Mercado Libre will project images of same-sex kisses for 7 consecutive hours on a mall building facade on Paulista Avenue, downtown São Paulo.
The projection will take place at Shopping Center 3 and will start at 6 PM on Monday, June 28, and continue until 1 AM on Tuesday, June 29. The exhibition will mark the end of the company’s marketing campaign in honor of LGBTQIA+ pride month, celebrated throughout June.
Since June 6, Mercado Libre has been running an ad on TV and the Internet with scenes of gay kisses and pop culture references. The piece is called “New Iconic Kisses.”
Next Monday’s projection will show illustrations by 14 Brazilian artists with representations of kisses inspired by the campaign. The goal is to normalize the public’s perception of this type of relationship, which is unfortunately still considered taboo in Brazil.
The image is authored by illustrator and comic artist André Inácio. It shows a boxer kissing another man after a fight, in a clear reference to movies like the classics featuring Rocky Balboa, in which the fighter is kissed by his loved one at the end of the fight.
The campaign’s message is precisely that: it’s okay if the “loved one” is of the same gender as the main character.
Source: Veja
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