One of the most culturally relevant and influential artists of all time, Madonna the star of a historic campaign in partnership with Ita Unibanco, celebrating the bank’s 100 years. The campaign, titled ‘Made of the Future’, was designed around the movement launched by the banking institution last year, to inspire people to recognize the importance of time, legacy and longevity.
The choice of Madonna, recognized as the best-selling female musical artist in the history of world music, reflects her trajectory of creative freedom, versatility and a career that transcends traditional borders. The first time that an artist has taken on the creation of an advertising film for Ita Unibanco.
“When a choice like this is made, the brand needs courage to embrace what is true in the artist. It was the first time that Ita gave up signs that were very characteristic of the brand, and we did this to be faithful to its content”, says Thaiza Akemi, Marketing Superintendent at Ita Unibanco.
As with everything she does in her career, Madonna was deeply involved in the creative process, from choosing the director, Jonas Kerlund (who also directed her award-winning music video for ‘Ray of Light’ and became an ongoing creative partner throughout her career). career) down to the details of each scene.
In the film, she shares a powerful message: “They call me the queen of pop. I know that’s a compliment. But, the monarchy is in the past, and I am not. I don’t have an age: I have all ages. It’s not about who I am, but how many I am. It contains my achievements, not the number of years I have lived on this planet. I’m always reinventing myself so I can continue to be myself. I think the most controversial thing I’ve ever done is stay. I saw many stars appear and disappear, like shooting stars. But, my light will never go out. Not everyone is coming to the future, but I am. I will continue today, tomorrow and for the next 100 years.”
“The film that Madonna created about time. about being timeless, with an incomparable career spanning 40 years, active in every way, never stops creating or innovating. She continues to be a pioneer in her art, her purpose and her life. This is the aspect that relates to Ita’s trajectory. The ‘Made of Future’ movement is exactly about this, and we will see a lot of this truth in the next stages and actions of the campaign”, adds Thaiza.
Choice of music
For the first time since its release in 1990, Madonna authorized the use of the song ‘Vogue’ in an advertising film. The choice of music, which is a freedom of expression anthem and tribute to pop culture and dance, adds a special touch to the campaign.
The importance of the song ‘Vogue’ on the pop scene goes beyond the top of the world charts. With the song, the artist highlights Ballroom culture, who was born in 1977 in the drag American, with the first “house” of voguers. The movement aimed to give visibility to the LGBTQIAPN+ public, promoting a safe space for them to express their identities through dances and performances originally held in Harlem, New York (USA). For many, that was the only opportunity to experience a universe of glamour and experience fearless freedom. Today, the so-called “voguing” summarizes a style of dance marked by poses, which reaffirms gender identity and sexuality, themes widely discussed by Madonna herself throughout her 40-year career, often in pioneering and disruptive ways.
“The song begins with a call to action, ‘Strike a pose’, which is an invitation for people to understand their importance in the story of their lives, which has direct reference to what we want to communicate with this historic campaign for Ita ”, adds the executive.
The film was developed by the agency Africa Creativeand the premiere took place last Thursday (22), during the break of Jornal Nacional, on Globo.
“At first, we didn’t have ‘Vogue’ as the soundtrack. We knew it was one of Madonna’s favorite songs, so we decided to try to negotiate and talk to the artist and Jonas Kerlund (director of the advertising film). Finally, they understood that the soundtrack matched very well with the film and the mood of the campaign, and we are proud to announce that this is the first time that the song is used in an advertisement, and in an advertisement for a Brazilian company”, comments Renato Broggin, co-COO of Africa Creative.
With a 40-year career, the singer has not starred in an advertising campaign since the end of the 80s, and this is also the first time that the pop diva has associated herself with a Brazilian brand.
Do you want to see the result? Check out the full film below.
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