Since 2011, Itaú has been the master sponsor of the Rock in Rio music festival, but the project's goals were not being met due to its complexity and high competition - vying for people's attention with around 15 other major brands that had a better fit with the event, such as alcoholic beverages.

Para a edição de 2017, liderei o projeto criando e coordenando uma Squad multifuncional colaborativa (de comunicação à operações).

Combining exploring all deliverables of the contract with detailed research of the festival niche, we achieved a historic milestone, with the best brand result of all time, as demonstrated by surveys:

. Top of mind for the first time, with a 96% recall
. 5x more earned media value gained than the previous edition
. Increased Brand Engagement and Preference indicators
. Enhanced online presence with 90% share of voice.