In a world dominated by the ephemeral, where trends appear and disappear with the click of a button, Itaú Bank — the most valuable brand in Latin America — faced the challenge of celebrating its centenary. While positioning itself as a leading and innovative institution in a constantly evolving financial market, the centenary campaign aimed to highlight the value of time and a vision for the future. Itaú sought to engage its audience in a striking manner, ensuring visibility and leaving a memorable imprint.

The central idea of the campaign is the union between Itaú and Madonna. This collaboration with the global icon, known for being ahead of her time and for her enduring relevance, perfectly illustrates the message Itaú wanted to convey: the value of time.

Madonna, who had not participated in advertising campaigns for over 34 years, was invited by Itaú not just to endorse but create the campaign. The result was a film in which Madonna does not mention the brand's name, serving as a manifesto of the value of time. This reinforces the idea that both Madonna and Itaú are timeless, adapting and preparing for the future. Additionally, for the first time in advertising history, the song "VOGUE" was used as the soundtrack.

The campaign concluded with a surprising finale: the celebration of longevity with a historic free concert in Rio de Janeiro, attended by about 1,6 million people.

Madonna is undoubtedly a phenomenon. But how could Itaú maintain an active conversation about its 100-year campaign in an ephemeral world without losing relevance over months?

Our communication was carefully planned in stages to foster a genuine conversation managed by us, starting with a spark and exploding into a celebration of longevity with a free concert in Rio de Janeiro.

Our strategy involved using fandoms, content creators, our own social networks, and the press to build an organically engaged community with each communication action executed.

Mystery.

Curiosity.

Speculation.

Campaign launch.

Engagement.

More mystery.

More speculation.

Surprise finale.

Our goal was to burst the bubble and place Itaú in a lasting conversation. Culture and advertising were intertwined organically.

The campaign unfolded in distinct phases, starting with a mystery: after Madonna hinted at having filmed at the Paris Opera, the public and the media speculated. In response, we leaked a part of the hero film without mentioning the brand to further pique curiosity.

The strategy took shape on Instagram, where Itaú deleted all posts and followed only Madonna, sparking interest on social networks. When Madonna released the campaign film, the conversation was already ignited and exploded.

To announce Madonna's concert in Brazil, planned in partnership with Itaú as a celebration of longevity, the narrative evolved with digital influencers amplifying the speculation, and a plane flying over Copacabana with the hashtag #ISSHECOMING?, aligned with Itaú's color palette.

The climax came with Madonna's own announcement, confirming her arrival in Brazil. This culminated in a press conference and an official announcement to journalists.

Results by communication actions

- Leak of the film: 391.6 million impressions, highlighting the campaign's ability to generate interest and discussions even before its release. It also reached the Trending Topics.

- Blackout action on Instagram: generated engagement by placing Madonna and Itaú in the Trending Topics (1st and 2nd place).

Film launch: 110,000,000 views.

- Speculation about the show in Brazil with #ISSHECOMING: reached the trending topics.

- Announcement of Madonna's show: TRENDING TOPICS

General results:

- Press Impact: 2 billion press impressions.

- Organic reach on social media: 566.5 million.

- Earned Media: USD 75 million.

- Searches related to Itaú products: +1,110%.

- 200% increase in searches for opening accounts.

- Organic Social Reach: 1.2 billion.

- 3x TRENDING TOPICS in three different communication actions.