Fernanda Montenegro’s literary reading at Ibirapuera Park, which turned into a mass spectacle, moving audiences, sparking social reflection, and connecting the public to Itaú’s cultural essence.
The main objective of the event was to reinforce Itaú’s positioning as the leading supporter of culture in Brazil, demonstrating that the brand goes beyond financial services to offer experiences of social and symbolic value. The idea was to create a cultural happening that would foster a genuine connection with the public, bringing together different generations around relevant and transformative content. Fernanda Montenegro’s reading of Simone de Beauvoir brought to light urgent themes such as equality, legacy, and female leadership, inviting participants to reflect on their role in society. By engaging in an analog, simple, and collective experience in an increasingly digital world, participants were deeply impacted by the power of words and shared emotion, strengthening their perception of Itaú as a brand that promotes culture democratically, encourages social reflection, and transforms public spaces into arenas of belonging and collective memory.
The creative idea was born from the contrast between today’s noisy, fast-paced digital world and the choice of an analog, silent, and unprecedented format: transforming a feminist text into a mass spectacle in a public space. By inviting Fernanda Montenegro to interpret Simone de Beauvoir at Ibirapuera Park, Itaú created a cultural experience of high symbolic power, capable of uniting generations around collective reflection. The innovation did not rely on complex technologies, but on the bold simplicity of the gesture: mobilizing 15,000 people in silence to share the power of the word. The strategic design prioritized authenticity and human impact, with curated content, minimalist scenography, and spontaneous amplification through the press and social media. The event demonstrated that, in the digital age, true innovation can lie in the analog: in transforming public spaces into arenas of culture, belonging, and social memory.
