We created and developed a multidisciplinary campaign under the concept: We are far away. We need to yell louder.The first thing we did was create www.riverplatebarcelona.com. The idea was to establish a meeting point for people to communicate and relate with the Fan Club and vice versa. We created a very surprising site, where each tab shouted at you. Visitors could even measure the strength of thier shouts through a shout-o-meter, using their mics.

The second step was to create a campaign of viral videos in order to generate traffic to the website. The campaign was an astounding success and was eventually broadcast on more than 25 TV stations all over the world.

To wrap up the campaign we decided to carry on a one-of-a-kind event. taking advantage of a 'friendly match' between Argentina and Catalonia. We created online buzz and organised a stand outside of the Nou Camp stadium where we encouraged people to 'shout to support the River'. Fans shouts were then encapsulated in a small plastic bottle. The idea was to the bring all 'bottled shouts' from Barcelona to River Plate's stadium in Buenos Aires where they would be unleashed at a crucial game. We created a short documentary film following the 'bottled shouts' trip, thus utilising a whole new way of communicating with people.

Although magic or witchcraft is a far fetched concept, there must be a reason for things.

The passion and the feelings shown by the fans eventually led to their reward, with River Plate winning the game and their first league title for 4 years.Our idea snowballed slowly but steadily, growing and exceeding all of our expectations. The campaign was a complete media success.River Plate’s branch in Barcelona became hot in the scene of international soccer and the campaign appeared in hundreds of communications media outlets all over the world. Barcelona’s River Plate branch website had more than 10.000 visits daily. It was clear that the world finally knew that the fan club existed.