The Timeless Show
Madonna closed her tour on Copacabana beach, free, in the year Itaú turned a hundred.
Cannes Lions 2024Bronze · PR
MMA Smarties Brasil 2024Silver
Play case film — sound on2:17Client
Itaú
Agency
Africa Creative DDB
Role
Motion Design
Year
2024
The brief
A bank’s centenary points backwards by default. Itaú went the other way and put the reason on screen: to celebrate the value of time. That meant finding someone whose own career is the argument.
The idea
A film written by Madonna herself, about being told what she was too old for, released more than two months before the show it was announcing. Then the show, free, on the sand, with the ad already famous.
The result
1.6 million people on the beach and a Guinness record for the largest crowd ever at a woman’s performance. US$75m in earned media, two billion press impressions, trending inside thirty minutes. Searches for Itaú products rose 1,110%, and searches for how to open an account rose 200%.
1.6Mpeople on Copacabana beach
US$75min earned media
2bnpress impressions
Credits
Creative Leadership — Sergio Gordilho, Alexandre Peralta
Creative / Co-Creation — Madonna, Dudu Barcelos, Renato Jardim
Creative — Cortez Pereira, Diego Viana, Caio Verçosa
Special Projects — Lica de Souza
Motion Design — Edu Menezes
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