During the Rock in Rio festival week in September 2026, Itaú Unibanco partnered with Gemini to bring artificial intelligence-generated bike concepts from digital prompts into physical reality across the neighborhoods of Leblon and Ipanema in Rio de Janeiro, according to company announcements. Created by the agency GALERIA, the public activation ran from September 3 through September 9, 2026, and aimed to showcase the creative potential of Gemini.
Transforming AI Prompts Into Physical Bicycles
Outdoor advertising screens placed in strategic locations throughout Leblon and Ipanema displayed text prompts tied to the music festival theme. According to campaign details, commands such as “Gemini, create a bike with the festival’s biggest attraction” and “Gemini, create a bike with my idol’s demands” were translated directly into four physical bicycle prototypes installed next to the displays.
The physical designs drew on familiar festival imagery. One bike took inspiration from a traditional Ferris wheel, while another incorporated artist dressing rooms packed with white towels. A third model transformed a festival hand fan into an urban art installation, and a fourth, named Bike Bateria, paid tribute to the rhythmic energy of live music shows.
“We sought to use technology to expand possibilities and make our customers’ experience simpler, more relevant, and connected to their interests,” said Natália Barreira, superintendent of communication and media at Itaú Unibanco, in a statement. “In this action, we started from elements recognized by music fans to present the creative potential of Gemini in a light and concrete way.”
Integration With Itaú’s Minhas Vantagens Program
The outdoor experiential campaign served to promote a digital benefit already available to bank customers. Through Itaú’s loyalty and benefits program, known as Minhas Vantagens, eligible customers gained access to the Google Gemini AI Plus plan for up to one year at no additional cost. Customers redeemed the subscription directly inside the bank’s mobile application.
“We wanted to invite Itaú customers to know and experience Gemini, which is a benefit they already have, through an impactful OOH action,” said Dudu Ferraz, executive creative director at GALERIA. “The timing of Rock in Rio brought an even richer repertoire to this conversation, with elements that are part of the festival’s imagination that we were able to reinterpret on real bikes.”
To widen the reach of the campaign, Itaú utilized its official social media channels to document the outdoor installations and reveal the creative process behind each bike build. The bank structured the digital rollout to convert public curiosity on the streets of Rio de Janeiro into app-based redemptions of the Gemini AI Plus plan.