Text-to-Sign
Total Wireless
When Copa América returned to the U.S. in 2024, excitement was sky-high… but ticket prices? Even higher.
We turned the simplest fandom tool—signs—into a megaphone for every Latino voice.
Fans texted messages—cheers, jokes, and even wedding proposals—that our Total Sign Guy transformed into real-time signs. The campaign averaged one text every 90 seconds, engaging fans and even players. In just three weeks, Total Wireless tripled its annual Latino awareness goal and outperformed official sponsors.
All it took was a few signs, markers, and one unstoppable fan.
Art Director: Tim Scudds
Associate Creative Director, Concept: Shadab Wajih, Antonio Fragoso
Creative Director, Concept: Whitney Riker
ECD: Tony O’Neill
Agency: Golin Chicago
Press: Latinidad Collective, NBC, CBS, WSFL, Page Six, Marketing Dive, Portada, OK Magazine Business Wire, Patch.
