The story of Argentina's third star and Messi becoming world champion is a fantastic story. But what makes it so good is the infinite number of stories that can come out of it. This is one of them. Argentina Hotel, a humble hotel in a small town 200 miles south of Buenos Aires, has nothing to do with football. However, since we Argentines are so passionate, we found a connection: it couldn't be called Argentina and still have two stars. The story about the transformation captured everyone's hearts and became the most remembered idea of the World Cup first anniversary.

Football is big in Argentina. How big is it? On December 18, 2022, when the national team won the World Cup, 5 million people took the streets to celebrate, and that's just in Buenos Aires. So, in a country that breathes football 24/7, the first anniversary of Argentina winning the World Cup was a big deal. Something like our very own SuperBowl. A real struggle for people's attention. Everyone prepared campaigns, documentaries, even two movies were released. All brands prepared something to say. And TyC Sports was, perhaps, the most expected. Being the most popular and beloved sports channel in Argentina, everyone wanted to know what it had to say. Everyone was expecting something unique. And we didn't let them down. We gave them the content that stole the limelight. In a country of 46 million people, an overwhelming 44.5 million people organically watched the short film chronicling the transformation of Hotel Argentina in its first week alone. A short film that generated laughter, nostalgia, emotion and love in an entire country. Soon, everyone wanted to stay at the hotel, meet its employees and take pictures with Argentina Hotel and its long-awaited third star.

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.

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.

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.

The hotel's transformation was silent. As the renovations were carried out outside the summer season, only a few neighbors in the small town of San Bernardo noticed something strange about the hotel. We managed to keep the secret until December 18, the day of the anniversary, when we presented the renovated Argentina Hotel in all its glory. We surprised everyone with a short film that immediately went viral. We decided to tell the story in a three-chapter structure, we used the real employees as main characters and every shot of the film takes place in the Hotel. It first premiered on TyC Sports, but it was on social networks where it became a hit. Everyone ran to google the hotel and there was an outpouring of reservations. Both the hotel and TyC Sports became the main characters of the Argentine summer.

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 video. 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 case 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.