The Timeless Show

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 created by Madonna herself, about being told what she was too old for, released in February. The country spent the next weeks asking whether she was coming. Then the show, free, on the sand, with the ad already famous.

The result

1.6 million people on the beach, and at the time a Guinness world record for the largest crowd 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%.