ItaúDefrosting

Every year, the internet waits for the same ritual: Mariah Carey’s defrosting, signaling the start of the Christmas season. ❄️🎄 To announce the first-ever Mariah Carey’s Christmas Time in Brazil, presented by Itaú Live and produced by 30e, we turned that cultural moment into a live media experience. Overnight, we installed a frozen OOH on Paulista Avenue. As the ice melted throughout the day, the concert announcement was gradually revealed, transforming the city into part of the launch. An idea that turned anticipation into entertainment—and made the announcement itself part of the show. "Itaú Live Defrosting" by #GALERIAag.