The campaign "The Value of Time" stands out in the PR category for its bold use of a co-creation strategy with Madonna, challenging advertising expectations in the financial sector and organically sparking a broad cultural discussion about the value of time and ageism in an ephemeral world. Itaú's strategy to capture people's attention, drive conversations, and generate engagement for months around the campaign and the bank's positioning showcases the mastery in executing PR actions that were part of the entire strategy, from the teaser to the launch and the highly anticipated show in Brazil.

In a time of rapid digital transformation in the financial sector, marked by the rise of fintechs, Itaú - the most valuable brand in Latin America - faced the challenge of celebrating its 100-year history. The centennial campaign was not just a historic celebration, but also an opportunity to engage Brazilians about the value of time.

The partnership with Madonna symbolized this strategy by aligning Itaú's image with that of an artist who is constantly reinventing herself, remaining relevant for decades. The campaign reflected Itaú's commitment to evolving alongside new trends, ensuring its leadership and relevance at a critical time of changes in the financial sector.

Additionally, the campaign has an added cultural context in Brazil, where Madonna is extremely popular. Her wide listener base makes Brazil the fourth highest country in terms of listening to Madonna on audio platforms. Notably, São Paulo, Brazil's most populous city, ranks third globally with over 500,000 monthly listeners. Furthermore, Brazil is among the top three countries that follow the singer on social media.

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, beginning with mystery: after Madonna hinted at having filmed at the Paris Opera, the public and media speculated. In response, we leaked part of the film, without mentioning the brand, to pique curiosity. The strategy took shape on Instagram, where Itaú deleted all its posts and followed only Madonna, sparking interest across the networks. When Madonna released the campaign film, the conversation was already ignited and exploded.

To announce Madonna's coming to Brazil, the narrative evolved with digital influencers fueling 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, culminating in a press conference and official announcement to journalists. The combined strength of Itaú and Madonna managed to place the brand in areas it had never been before, such as fashion, music, and entertainment.

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.