Goal: breathe new life into the Boca Juniors team and fans while launching the new jersey of the most popular football team in Argentina.

Problem: The team was going through its worst moment in history. With unmotivated players and angry fans there was no line, unlike other years, to buy the new jersey.

Idea: Have the voice of the mythical stadium -La Bombonera- speak. During a normal training session, just days before the first match, the players were completely caught off guard by a stirring unannounced speech. The stadium talked to them about courage, passion and the history of the team's glory. The stadium then talked to the fans. The players shared what the Bombonera taught them through viral videos, presenting the new jersey.In 4 weeks the entire stock of jerseys sold out. A second batch also sold out. Amazingly, Boca Jrs. went on to be the undefeated champion.

During a normal training session, just days before the first match, the players were completely caught off guard by a stirring unannounced speech. The stadium talked to them about courage, passion and the history of the team's glory. It was a call to action.The speech and the hole experience became a viral video and the fans shared it online.

"La Bombonera habló" (the Bombonera spoke) was the most discussed topic on the streets and online in Argentina. Boca Jrs. went on to be the undefeated champion. Until March 2012, Boca Jrs. played 35 games without losing. Did this speech make a difference? It's nice to think so.