Boca Juniors needed to introduce Boca Socios, a new app designed to streamline matchday access and enhance the experience for club members. But launching a digital tool isn’t enough—we needed a story that resonated with Boca’s DNA. Instead of just showcasing the app, we built a narrative that every Boca fan could relate to: the generational bond of being Xeneize. A grandfather, full of memories and passion, relives his Boca stories. A grandson, seemingly distracted on his phone, barely reacts. Until the twist. He wasn’t ignoring his grandfather—he was securing their tickets for the weekend with the new Boca Socios app.

A campaign that wasn’t just about technology. It was about evolution. About the next generation carrying the same fire. Because Boca isn’t just a club. It’s a legacy.