QUÉ LOCURA SER DE RIVER (IT’S CRAZY BEING RIVER)

Betano x River Plate - Qué Locura Ser de River (Case Study) | Campaign There are things River fans do that, to the outside world, look like pure madness. Like the man who tattooed the River shield 257 times across his body or the couple who named their newborn “River Plate” after winning the Copa Libertadores. From the outside, it seems irrational. Excessive. Wild. But for River fans, it isn’t madness. It’s confidence. “It’s Crazy Being River” is an ode to that cultural truth. The film explores the universe of millions of River fans across Argentina, portraying the unique “madness” that defines them. Featuring real stories and real fans, each scene is inspired by true events, moments that blur the line between obsession and devotion. Because to some, it’s madness. To River fans, it’s a lifestyle. Credits: - Client: Betano; River Plate - Agency: Wieden+Kennedy São Paulo - Production Company: Stink - Production Company: Mama Hungara