On December 18, 2022, Argentina won the World Cup after 36 endless years of waiting. A true milestone. From that day on, the World Cup was the main topic of conversation among Argentines. That is why, with the arrival of the first anniversary, everyone was waiting for something spectacular. Especially from TyC Sports, the sports channel that made the most remembered and beloved campaigns in the history of Argentine sport. So we set out to do something unique and up to expectations: a short film that tells a touching story and, at the same time, does not show any football scenes. That's right, no footage of the game, nothing we've seen before. Partly to differentiate ourselves from all the other brands and partly because FIFA did not give us the rights to do so. The result? It became the most successful campaign of all.

Like no other, 2022 World Cup brought with it a real obsession for Argentina: winning the third star. The fans even made a song that repeated over and over again "Muchachos, I want to win the third one". So, ever since Argentina won it, wherever the word Argentina was seen, there were three stars accompanying it. T-shirts, tattoos, murals, haircuts, everywhere. Well, everywhere but here: Argentina Hotel, a humble establishment located 200 miles from Buenos Aires with the name of the country but rated with only two stars. Unacceptable, right? That's why we decided to give Argentina its third star there as well. We painted it, we brought new mattresses, AC units, TVs, everything. And the third star arrived, as well as the people's attention: more than half the country watched the short film that told the story of the transformation and pledged their eternal love to the Argentina Hotel.

It was the anniversary of the World Cup won by Argentina in 2022 and we knew we had to do something unique and different. Not only because FIFA would not give us the rights to show the game again (which forced us to think outside the box), but also because a brand with such a strong tradition as TyC Sports was obliged to differentiate itself from the hundreds of campaigns that were going to be released that day. Therefore, we took the values that led Argentina to win the third star (humility, family, effort, fellowship, etc.) and found them elsewhere. In a humble hotel that, exactly like Messi, Di María and all the Argentine people, had been dreaming of the third star for years. The story that captivated an entire country is the story of how we made that particular dream come true.

It all begins when the phone rings at a humble hotel in San Bernardo, a seaside town 200 miles south of Buenos Aires. Like the football national team, the hotel is called Argentina. But unlike the national team, which won its third star in Qatar 2022, it's rated with only two stars. For any Argentinean, this is an affront. So, the phone call proposes the unthinkable: transform the hotel and go for the third star. The endearing story starring the hotel's real employees, culminates with the presentation of a completely renovated hotel with the long-awaited third star on its façade.

It's hard to run a successful campaign when your target is an entire country. However, we managed to do it. More than 44 million people organically watched our film. With over 700K reactions and 15K commentaries, we became Trending Topic in minutes. The most popular sports accounts shared it on Twitter and Instagram (even journalists from the competition!). The film went viral on WhatsApp and reached the news. Prestigious news portals in the country, such as Clarín or La Nación, interviewed the hotel employees as if they were celebrities. And the real celebrities, the national team players, also claimed to have seen it. We changed the online reputation of the hotel because people organically started rating it as a must-see attraction. The story was seen in more than 20 countries and the film became the most watched one in the history of one of the most iconic brands in Argentina.