During the Brazilian National Team call-up, one of the country's most-watched sporting events, Itaú realized that its logo on the official press conference backdrop, despite being seen by millions, went virtually unnoticed. Instead of investing in more media, the bank flipped its logo upside down on the backdrop, creating a subtle detail that sparked the audience's curiosity. On social media, fans were challenged to spot the change and, if they succeeded, received exclusive discounts on the new Brazil National Team jersey through Itaú Shop.
