Kicking off the celebration of its 100 years of history, Itaú transformed its year-end meeting into a mega-event worthy of the largest conferences in Brazil, puting its own employees at the center.
Itaú was beginning to celebrate its 100 years of history, as well as its brand transformation. And it was essential that this movement began from the inside out, reinforcing its values and celebrating its achievements with an audience that is one of the bank’s biggest pillars: its own employees. The main objective of the project was to think of actions that would highlight this audience, valuing their participation and contribution to that moment and positioning them as a central part of this new and important movement for the company.
To achieve these goals, Itaú transformed its internal year-end convention into a mega-event worthy of the largest conferences in Brazil. Since the event was already on the calendar, it was transformed into a giant celebration, gaining a new theme and expanding to four days, with 15,000 people in person, more than 135,000 online and some of the country’s leading personalities on stage. The event was designed to deliver from content and entertainment to memorable experiences. Among them, the Immersive Stone, with sounds and images that referred to the origins of Itaú; and the Guajuvira Tree, a 7-meter-high installation that received and transmitted more than 23,000 phrases written and sent by the audience itself. All actions were inspired by and aligned with the concept “In motion”, which would permeate the entire brand change, and the hashtag #UmSóItaú (#OnlyOneItaú), reinforcing the integration of the different areas of the bank into a unified force and brand.
