Coca-Cola is the official sponsor of the Argentine national football team. During the Copa America qualifying rounds, we wanted to create a campaign that was able to bring the passion of football to every single Argentine, while simultaneously supporting the national team.

To develop this idea, we built a very special truck: Coca-Cola’s The Cheering Truck, equipped with a professional recording studio and eighty speakers.

The Cheering Truck drove across the entire country (through 14 provinces) and recorded the cheers of Argentine fans. We brought the truck onto the field during a match to cheer on the national team with the voices of the entire country.

We recorded the cheers of 1m fans across the country. The day of the match, the truck drove onto the field along with the cheers of all those Argentine fans.In a stadium with a 50,000-person capacity, we fitted in 1m fans to cheer on the national team. All the media were talking about this special truck.