YPF
Walk the line
YPF honored Messi by traveling across the country and showing his impact in every corner of Argentina.
Energy & Fuel
B2C
National Brand
In Argentina, football works as a shared language that crosses generations and territories. Lionel Messi’s figure, especially after the World Cup, became a symbol of national unity and collective emotion.
To mark the anniversary of the World Cup, YPF created “Línea de Cal”, a film that travels across the country showing Messi’s footprint in every place. Through a simple metaphor, the campaign connects his journey with Argentine identity and strengthens the emotional bond between the brand and people.
