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"On the last LGBTQ + Pride Day, the I Am campaign film created by VMLY & R in São Paulo was aired. The action transformed the entire internal structure of the store, bringing service windows, equipment, signage, teams and processes typical of a registry office to rectify the names of trans people.
In the end, the participants left the store with their new official documents rectified with the same names that were written on the Starbucks cup when they ordered their coffee."