Real Club Celta de Vigo
OLIVEIRA DOS CEN ANOS
It all started with a tweet
Real Club Celta de Vigo had reached a breaking point. Despite being Galicia’s only team in La Liga, season tickets hadn’t sold out in years. Their centenary was approaching, but the mood was anything but celebratory. Years spent at the bottom of the table had left supporters disenchanted and distant. Then one unexpected spark shifted everything: a single tweet from C. Tangana.
So we built on it.
Making Galicia great again
Working side by side with the club, we set out to restore not just excitement, but identity. We wanted to revive RC Celta’s soul, its culture, its unmistakable Galician heart—first for its lifelong supporters, then for an audience far beyond the stadium. Antón Álvarez, known globally as C. Tangana, became the catalyst. He didn’t just write an anthem; he created a cultural statement. “Oliveira Dos Cen Anos” fused Galicia’s ancient spirit with its modern pulse, and he directed a bold, ambitious film that carried that message to millions around the world.
Hitting nº1
The impact was immediate. In its first week, the piece amassed 323,586 interactions, 5.8M+ impressions, and 1.7M+ views—all organically. According to Blinkfire, the campaign generated €172,724.52 in earned media value. Today, the anthem has over 4.5M views on YouTube, with similar numbers on Spotify, and continues to resonate far beyond Galicia.
And then came the global recognition.
International outlets like The New York Times featured the anthem in their list of the week’s best songs. Billboard followed. Awards poured in: three Golden Lions at Cannes, multiple festival wins, and even a Latin Grammy nomination.
For us, this wasn’t just a campaign. It was proof that when you honor a place, its people, and its story—culture answers back.