Why Itaú will never forget the campaign with Alice and Fernanda Montenegro? A TV spot that reached 100 million people.
During the pandemic, Itaú achieved two major milestones: a R$ 1 billion donation to Brazilian Covid Aid health entities and a TV spot that reached 100 million people in just two weeks. Starring Fernanda Montenegro—widely regarded as the country's greatest actress and an Academy Award nominee—alongside Baby Alice, a child influencer with over 5 million Instagram followers, the campaign became the most shared video in Brazilian advertising history. (Source: Valor Econômico Journal)
ROLE: Executive Creative Director
AWARDS: Best Ad of Brasil in 2021 by SBT