Challenge: To launch El Monumental stadium in a way that honors the grandeur of River Plate's history.

Idea: We brought Argentina’s national history to life, drawing inspiration from the figures of José de San Martín and Manuel Belgrano, whose names grace River’s stadium stands. The campaign reimagined a legendary conversation between these two heroes by the Río de la Plata, as they envisioned the lands of greatness that would one day unfold—foretelling the monumental legacy to come.