San Lorenzo de Almagro is a Buenos Aires' football team founded in 1908. During the last military dictatorship, the government expropiated the club's lands, leaving the fans and the neighborhood without a playing field and part of their roots.
 
From that day on, the club has one big goal: to get back its "sacred ground".

In 2012, a huge crowd reunited in the Buenos Aires' City Hall and the fans finally got the law for the return of the stadium.

Since then, the club has carried out various activities to raise the necessary funds to buy back the land and build a new stadium where the older one was before: in the neighborhood of Boedo.

To boost fundraising, we decided to honor the 1995's Champion Team, who managed to win the title after 21 years of drought, with a match that not only would bring them back to the pitch 20 year later, but would also help the club to return to the neighborhood that never should have left.

#ElPartidoDeLaVuelta (#TheMatchOfTheReturn) took place on July 12 with the 1995 full squad led by Bambino Veira, facing a team of famous stars of the club and celebrities as Axel, Rodolfo Barili and Gaston Soffritti, with Marcelo Tinelli's debut as coach (he is the biggest TV star in Argentina).

As all proceeds from ticket sales would help the purchase of the land to build the new stadium, we develop for two weeks a strong social media campaign with the participation of famous players and fans, which also included a mini-documentary and videos with 1995 idols and the Champions of America inviting people to buy their tickets and also square meters to contribute to the project.

The campaign exceeded all expectations, achieving a major impact on the most important media in the country, reaching 22 million unique users in social networks and generating more than 500 million total views and 100,000 video views, along with more than 15,000 mentions of 7000 different users.

#ElPartidoDeLaVuelta also managed to be Trending Topic organically twice. Thus we get an unprecedented repercussion for the club, culminating with more than 20 thousand people at the matchday and a fundraising equivalent to almost 300 m2 to buy the lands.