I Am

VMLY&R São Paulo turned a local Starbucks into a registry office to legally change the names of trans individuals. The action transformed the entire internal structure of the store, making service windows, equipment, signage, teams and processes typical of a registry office. Participants were able to leave the store with official documents recognizing their new names. On the last day of Pride Month, a video titled “I Am,” which highlighted the activation, launched on Starbucks Brazil’s social media.