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In Brazil, gas stations are often characterized by sexism and a male-dominated car culture. The goal was to position Ipiranga, a Brazilian fuel company, as an intellectual leader in the industry and to engage younger audiences while promoting diversity, equity, and inclusivity. To achieve this, Ipiranga entered the metaverse and addressed the issue of sexism in car culture.

The campaign focused on redefining the term "Maria Gasolina," which is a derogatory expression referring to women interested in men for their cars. The aim was to change people's perspective on the term and reinforce Ipiranga's values. The story centered around Maria, the first female owner of a service station in Brazil.

In collaboration with a popular GTA 5 roleplay server called Complexo, a virtual Ipiranga service station was created within the game. A well-known female video game streamer named Maria Gasolina was appointed as the owner of the virtual service station and served as the main point of contact for information about the experience.

The virtual service station provided various activities for players, such as refueling their cars, renting electric cars, participating in Stock Car races, and visiting a convenience store. Maria Gasolina presented these options as the owner and showrunner of the service station.

The campaign achieved significant success, with over 70 million people watching or reading about the Gasoline Mary activation. The term "Maria Gasolina" was redefined, and the campaign had a lasting impact on Brazilian culture. The Wikipedia page and online dictionary definition of Maria Gasolina were rewritten, transforming it from a derogatory term to an empowering expression for women in Brazil. The power of the metaverse played a crucial role in driving this change.