This year, Atlético de Madrid celebrates 120 years since its foundation and what better way to celebrate it than honoring that group of students, from the School of Mining, who decided to found a branch of Athletic Club de Bilbao in Madrid.

In 1903 Real Madrid already existed, and Athletic de Madrid was born as an opposition to the arrogance of this club, to bring another way of understanding soccer. Already at that time, Real Madrid fans and the city's soccer establishment did not look favorably on the creation of Athletic. Hence the closing of "Bothering since 1903" campaign.

We are at the School of Mines in Madrid, year 1903. Some students from Biscay discuss the Athletic Club match they saw the day before, while on their way to the library. With passion, they dream of creating a branch of the club they love in Madrid.

As the conversation progresses over time, the excitement builds and the students begin to raise their voices a bit. This causes looks of displeasure from other students, who are in the library, and even from the teacher in charge of monitoring.

They continue to dream and imagine that, in time, this branch could become independent and have a life of its own to compete at all levels.

A wonderful madness that has survived to the present day.

From the very beginning the idea does not please everyone, since the students' enthusiasm is so great that one of them raises his voice, which causes

The strategy was to use the 120th anniversary as an opportunity to honor the foundation of the club. And continue consolidating the brand image and strengthen the values that have characterized Atlético de Madrid since 1903:

Resilience and rebellion against the established power, summarized in the campaign claim "Bothering since 1903".

With this campaign, we wanted the fans to feel proud of their club and its founders. To transfer that passion and rebelliousness, with which this team does things, to its origins.

We are at the School of Mines in Madrid, year 1903. Some students from Biscay discuss the Athletic Club match they saw the day before, while on their way to the library. With passion, they dream of creating a branch of the club they love in Madrid.

As the conversation progresses over time, the excitement builds and the students begin to raise their voices a bit. This causes looks of displeasure from other students, who are in the library, and even from the teacher in charge of monitoring.

They continue to dream and imagine that, in time, this branch could become independent and have a life of its own to compete at all levels.

A wonderful madness that has survived to the present day.

From the very beginning the idea does not please everyone, since the students' enthusiasm is so great that one of them raises his voice, which causes

In less than five days, the video had a reach of 6.012.769 million , a total of over 3.322.140  million views, and an engagement of 4.902.533 . The audience liked the historical memory and identified with the euphoria and enthusiasm of the protagonists. The main reaction was a feeling of pride in being part of the club and recognition of its values.

In addition, it has appeared in a large number of media with high relevance such as El Publicita, Periódico Publicidad AD, IPMark, MundoDeportivo, Anuncios, La Razó, El Debate, Relevo, Marca, Tele Madrid, among others.