Camiseta para soñar.
Fargo, 2022.

The task at hand

Create a promotional mechanic that positions Fargo as the most Argentine bread by tapping into national pride during the World Cup.

The problem

During the first early-morning World Cup match, Argentinians feared falling asleep and missing the game.

The Insight

Argentinians never took of their jersey, not even to sleep.

The Strategy

Turn the only space where non-official jerseys are truly worn into Fargo’s territory, owning the most intimate World Cup ritual without needing official sponsorship.

The brand advantage

Fargo is the official bread of all Argentinians.