# Brand-awareness campaign roadmap — ACENTO / Lobería (internal)

**Program:** "Like Maradona" — 10 oblique homage campaigns, town one (Lobería)
**Status:** Internal roadmap — NOT cleared for external publish (see Footer / IP gate)
**Owner:** Editorial (story copy, template structure, brand voice)
**Tagline (always verbatim):** *Lo que hace andar al pueblo.*
**Proven prototype:** `el-calentamiento` (campaign #00, already shipped)

---

## 1. The method — and why it works

Campaign #00 **"El calentamiento"** is our proven prototype. It homages the *energy*
of a legendary Argentine pre-match warm-up — rhythm, joy, a pueblo moving as one —
**without ever** using the man's name, likeness, the number 10, the song, or any
clip. The hero was always **the pueblo in plural**: vecinos, the bakery, the club,
the plaza, the corner. That plural hero is both the truest brand story *and* the
cleanest rights firewall.

Every campaign below is built on the same engine, tuned to what **Lobería loves —
CARS, FOOTBALL, GAUCHOS** — plus a tight band of cultural **wildcards** (truco,
asado, AM radio) that are pure free-to-use Argentine archetype.

**The homage rule (verbatim posture):**
> A campaign homages the **ENERGY / ARCHETYPE** of a figure or reference, **NEVER**
> the protected asset. The hero is **always the pueblo / a Lobería neighbor**, never
> the celebrity.

### The IP FIREWALL — absolute, what Beaters enforce

**STRICTLY FORBIDDEN:** any living/estate-protected person's name, likeness,
silhouette, signature number, team/brand logos, trademarks, song lyrics/melodies, or
real footage/photos. (You may evoke the *spirit* of a 5-time F1 champion from
Balcarce — but never name him, show his face, his car number, or team marks.)

**STRONGLY PREFERRED, because freely usable:** cultural **ARCHETYPES** (the gaucho,
the payador, the TC fan, the potrero kid, the Sunday asador); **PUBLIC-DOMAIN works**
(José Hernández's *Martín Fierro*, 1872 — quotable; Güiraldes' *Don Segundo Sombra* —
public domain in Argentina); **EVENTS / SEASONS** (a TC race weekend, Día de la
Tradición Nov 10, World Cup fever, doma/jineteada festivals).

**Visual language is already ours (brand book v1):** the canonical `ACENTO`
wordmark and `A` mark, fields of accent dots and concentric structural rules,
ink `#141510`, paper `#FBF7F0`, sage `#8AA794` (structural), copper `#C4623A`
(accent), soft sage `#B6C9BC`, Anton / Lora / Inter type. Every piece
self-contained, no runtime CDN.

**The 4-beat arc (the El calentamiento curve):** `teaser` (dark, mystery, soft CTA)
→ `manifesto` (cream, names the idea, lands the promise) → `reveal` (split, the drop:
name + Lobería + acento.digital/loberia + tagline together) → `invitation` (green,
hard voseo action verbs: sumate / encontralo / seguinos). Build each like El
calentamiento when greenlit.

---

## 2. The ranked TOP 10

Selected by aggregating three Seeker judges (Originality, Lobería-Truth, Brand &
Rights), tie-broken by Beater score and originality, then **balanced** across
Lobería's loves so no single love dominates.

| # | Title | Love | Homage energy (archetype, never the person) | One-liner |
|---|-------|------|---------------------------------------------|-----------|
| 1 | **El mecánico del galpón** | cars | The self-taught back-galpón "mago de los fierros" who makes anything run | El que lo hace andar — ahora para todo el pueblo. |
| 2 | **La payada del pueblo** | gauchos | The payador verse-duel: a folkloric rap battle, call-and-response heat | El pueblo se contesta, verso a verso, a un toque. |
| 3 | **Aparcero** | gauchos | *Martín Fierro · La Vuelta* (1879, PD): "los hermanos sean unidos" — gaucho mutual aid | La ley primera del pueblo: estar unidos. |
| 4 | **El último facón** | gauchos | *Don Segundo Sombra* (PD): the maestro handing the oficio to the young one | El oficio se hereda y el pueblo sigue andando. |
| 5 | **Cuatro de mano** | wildcard | The truco partida: the seña, the canto, a town that plays as one team | Tu pueblo te hace la seña. |
| 6 | **La chata no falla** | cars | The rural-endurance / rally everyman: the pickup that never leaves you on foot | La que nunca te deja a pie. |
| 7 | **El asador no se discute** | wildcard | The Sunday asador's patient slow fire that gathers a whole town | Lo que junta al pueblo, a fuego lento. |
| 8 | **El último de la AM** | wildcard | The warm small-town AM locutor: the original hyper-local directory by voice | El pueblo, en una sola sintonía. |
| 9 | **El nueve del barrio** | football | The romance of the barrio center-forward / goleador who scores for the corner | Los nueves del pueblo abren a las seis. |
| 10 | **El abuelo de la tribuna** | football | The lifelong fan-grandfather, keeper of the club's memory, scarf passed down | A los de casa se los banca siempre. |

**Balance:** 2 cars · 3 gauchos · 2 football · 3 wildcards. *Ocho segundos* (doma,
gauchos) was the highest-scoring cut: a fourth gaucho would let one love dominate and
crowd out a mandatory football slot. The flagged duplicate *"La payada"* (#9 in the
candidate pool) was dropped in favor of the stronger, less abstract *La payada del
pueblo*.

---

## 3. Detailed briefs (rank order)

---

### 1 · El mecánico del galpón — *cars*

**Homage energy.** The legendary self-taught mechanic / preparador — the back-galpón
genius who, with no factory and no money, builds something that wins. The criollo
engineering myth behind TC's amateur golden age. The archetype is the artisan who
makes things go.

**OWNABLE angle.** The grease-stained pueblo mechanic as a universal folk archetype:
a worklight over an engine bay, hands, a torque wrench, our clay dot as a bolt being
tightened. We celebrate "el que hace andar lo que sea con lo que hay" (criollo
ingenuity) — zero trademark exposure. This is the tagline made **literal**: *lo hace
andar*.

**FORBIDDEN.** No real preparador or driver name, no real workshop signage, no
team/engine/parts brand marks, no race numbers, no real photos. The galpón and the
mechanic are anonymous and archetypal — any vecino's galpón, never a specific famous
one.

**Lobería hook.** Every block in Lobería has the galpón where someone keeps the
barrio's autos, chatas and tractors running — the unofficial hero who "lo hace
andar." That phrase IS the tagline. ACENTO does for the pueblo's commerce what the
mechanic does for its motors: keeps everything turning over.

**Concept → tagline.** ACENTO is the galpón of the town: where every local that keeps
Lobería running is found and put to work. There's always someone who makes things go
— now there's a place that makes the whole pueblo go.

**4-beat arc.**
- **Teaser (dark):** a single worklight over a dark engine bay, a wrench turning —
  *"Siempre hay alguien que lo hace andar."* (no name). Soft: "Seguinos."
- **Manifesto (cream):** *"Sin fábrica, sin plata, con las manos: el del galpón hace
  andar lo que sea. Así se mueve un pueblo."*
- **Reveal (split):** *"Ahora todo el pueblo, a punto: acento.digital/loberia. Lo que
  hace andar al pueblo."*
- **Invitation (green):** *"Poné en marcha lo tuyo. Encontralos a todos en
  acento.digital. Sumate."*

**Timing.** Día del Mecánico / late-summer pre-season tune-up window, or any TC
weekend lead-up when galpones across town are prepping cars.

---

### 2 · La payada del pueblo — *gauchos*

**Homage energy.** The payador verse-duel — a folkloric rap battle: two improvisers
trading rhymes by the fire while the crowd roars (the Santos Vega myth of the
unbeatable payador as loose energy). We borrow the call-and-response heat, the wit,
the "who answers back" tension — the same escalation rhythm as El calentamiento.

**OWNABLE angle.** The payada is a public-domain folk **FORM**, not a person — anyone
can improvise a contrapunto. We stage an original, anonymous verse-duel between two
everyday vecinos (the panadera vs. the kiosquero) about who keeps the town running.
*Martín Fierro* octosyllabic cadence inspires our 100% original verses. The hero is
the crowd around the fogón that decides the duel.

**FORBIDDEN.** No named living payador, no recognizable real performer's voice/face/
signature verses, no copyrighted folklore recordings, no Santos Vega film/character
art under modern copyright. We write every line ourselves.

**Lobería hook.** The club social and fogón culture make the verse-duel instantly
legible; folklore (chacarera/milonga) is live local texture; the almacén/kiosco are
the town's living rooms where neighbors already trade good-natured barbs about whose
business is essential.

**Concept → tagline.** ACENTO is the contrapunto of the pueblo: every vecino and
every business answering each other, keeping the town's rhythm alive. The directory
is the fogón where the whole payada happens — *lo que hace andar al pueblo* is the
town answering itself.

**4-beat arc.**
- **Teaser (dark):** a lone guitar chord and one challenging verse, no answer yet —
  *"¿quién contesta?"*
- **Manifesto (cream):** the form is named — *el pueblo entero es una payada, cada
  negocio le contesta al otro, y así anda.*
- **Reveal (split):** the duel resolves into the town's name + acento.digital/loberia;
  the crowd's verse crowns the pueblo, not a payador.
- **Invitation (green):** *"Sumá tu verso. Contestale al pueblo en acento.digital."*
  UGC `#LaPayadaDelPueblo` — vecinos post their own improvised line.

**Timing.** Run into Día de la Tradición week (Nov 10) when payada culture peaks; UGC
carries through gaucho-festival season.

---

### 3 · Aparcero — *gauchos*

**Homage energy.** *Martín Fierro*'s most quoted public-domain wisdom — *"Los
hermanos sean unidos / porque esa es la ley primera"* — the gaucho-brotherhood
archetype of mutual aid, the consejo by the fire. We borrow the moral warmth and the
call to stick together.

**OWNABLE angle.** Hernández's *Martín Fierro* (the verse is from *La Vuelta*, 1879) is public domain and explicitly
**QUOTABLE** per our brief. We quote the actual verse and reframe it as the founding
law of a hyper-local commerce network: neighbors and businesses united keep the
pueblo standing. Hero is the circle of vecinos at the fogón — the "aparceros." Pure
public-domain text + our own typographic treatment = the cleanest firewall in the
program.

**FORBIDDEN.** No specific illustrated *Martín Fierro* character art carrying modern
illustrator copyright; no film/TV adaptation imagery or scores; no living reciter's
voice. Only the public-domain text and our own visual treatment.

**Lobería hook.** Día de la Tradición (Nov 10) commemorates Hernández, born in Buenos
Aires province — deeply resonant locally. The fogón, mate-passing, and "aparcero /
compañero" speech are everyday Lobería texture.

**Concept → tagline.** La ley primera del pueblo: estar unidos. ACENTO is where every
vecino and every business become aparceros — juntos hacen andar al pueblo.

**4-beat arc.**
- **Teaser (dark):** the verse appears letter by letter over embers, attributed
  simply *"— Martín Fierro, 1879"*, no brand yet.
- **Manifesto (cream):** reframes the law — *unidos, el pueblo anda; sueltos, no; ese
  es el acento del pueblo.*
- **Reveal (split):** the verse resolves into *"Lobería, unida, a un toque" +
  acento.digital/loberia.*
- **Invitation (green):** *"Hacete aparcero del pueblo. Sumate, seguinos."* voseo CTA
  to acento.digital.

**Timing.** Anchor squarely on **Día de la Tradición, Nov 10** — the single most
on-theme date of the year for a *Martín Fierro* homage.

---

### 4 · El último facón — *gauchos*

**Homage energy.** *Don Segundo Sombra* (Güiraldes) — the wise old resero-mentor
passing the trade down to the young guacho, then quietly riding off, leaving the
knowledge in the pueblo. The dignity of the criollo craft handed generation to
generation.

**OWNABLE angle.** *Don Segundo Sombra* is public domain in Argentina (per brief). We
borrow only the **mentor-to-apprentice energy** — the old hand teaching the young one
a trade — and map it onto Lobería's real oficios: the talabartero, the herrero, the
boina-maker, the baker, teaching the next generation. Hero is the lineage of local
oficios, never the novel's characters.

**FORBIDDEN.** No reproduction of Güiraldes' character names or text as branding, no
copyrighted film-adaptation imagery or score, no real living artisan's name/likeness
without their own participation rights. We evoke the archetype, not the book's
specifics.

**Lobería hook.** Lobería's economy runs on rural oficios — talabartería, herrería,
panadería, the criollo-horse trades — and the campo's pride in "el oficio bien
hecho." Passing the trade down is the literal lifeblood of a small pueblo's commerce,
which is exactly what the directory celebrates. Doubles as a small-business
onboarding push.

**Concept → tagline.** El oficio se hereda y el pueblo sigue andando. ACENTO pone a
cada maestro y cada aprendiz en el mismo mapa — el lugar donde el saber del pueblo no
se pierde, se encuentra.

**4-beat arc.**
- **Teaser (dark):** weathered hands placing a tool into younger hands — *"tomá, ahora
  es tuyo"*, no brand.
- **Manifesto (cream):** names the lineage — *cada oficio del pueblo se pasa de mano
  en mano; eso es lo que lo hace andar.*
- **Reveal (split):** the trade-handover resolves into the map of the town's makers +
  acento.digital/loberia.
- **Invitation (green):** *"Encontrá a los que saben. Poné tu oficio en el mapa.
  Sumate."* voseo CTA to acento.digital.

**Timing.** Día de la Tradición and into the gaucho-festival / artisan-fair season
when local oficios and criollo crafts are on display.

---

### 5 · Cuatro de mano — *wildcard*

**Homage energy.** The Argentine truco game — the canto, the seña, the "quiero",
"envido", "truco" shouted across the kiosco table; the complicity and bluff of a town
that plays as a team. The universal asado-table truco scene, with no film, actor, or
studio.

**OWNABLE angle.** Truco is a public-domain folk card game; its cantos are common
cultural vocabulary, freely usable. We build on the archetype of the four-around-the-
table partida and the secret seña — ACENTO is the seña that connects partners
(neighbors and businesses) so the play flows. Original art, no branded deck. High
screenshot value: "Truco." / "Quiero."

**FORBIDDEN.** No specific card-brand deck design or logo; no clip/still/character
from any film or TV truco scene; no named comedian/actor/musician; no copyrighted
"truco" jingle. Only original cantos and generic Spanish-deck iconography we draw
ourselves.

**Lobería hook.** The truco partida IS the social fabric of the club social, the
kiosco and the Sunday asado — everyone has a partner and a seña. "Acá nos conocemos
todos" is literally how truco works: you read your partner across the table.

**Concept → tagline.** The town is your partner across the table — the seña that links
you to the panadero, the chata-mechanic, the verdulería is ACENTO. *Lo que hace andar
al pueblo* is a pueblo that plays as one team, a un toque.

**4-beat arc.**
- **Teaser (dark):** one hidden seña (a wink, a dot) and the word *"Truco."* nothing
  else.
- **Manifesto (cream):** names the game — *el pueblo juega de pareja, cada vecino una
  seña.*
- **Reveal (split):** *"Quiero." + acento.digital/loberia* — the partner answers.
- **Invitation (green):** *"Cantá. Tu pueblo te hace la seña."* voseo CTA +
  `#CuatroDeMano`.

**Timing.** Winter / off-season weekends (asado-and-cards months) and any
club-social tournament or peña.

---

### 6 · La chata no falla — *cars*

**Homage energy.** The rally / rural-endurance driver archetype and "la chata" del
campo — the everyman who crosses any terrain: the pickup that always starts, always
arrives, never abandons. The figure is the unkillable rural workhorse and its driver.

**OWNABLE angle.** The pickup as folk archetype — "la chata que nunca te deja a pie" —
universal, untrademarked when shown as our own abstract silhouette (a high-clearance
dot-on-wheels over rough ground). The rally spirit is evoked as "cruza lo que sea,"
never via any rally brand, route, or sponsor.

**FORBIDDEN.** No specific automaker's pickup model/trademark/badge, no Dakar
name/logo, no rally-series marks, no real driver names, no race numbers, no sponsor
liveries. The chata is generic and ours; "rally" is an idea, not a branded event.
**Discipline note:** keep the silhouette abstract so it cannot drift toward a
recognizable real model.

**Lobería hook.** In Lobería the chata IS the campo — barro, cosecha, the ruta de
tierra after rain, the trip to the pueblo for repuestos. Everyone trusts the one that
always turns over. ACENTO is the chata of local commerce: reliable, always there,
gets you to what you need across the whole town.

**Concept → tagline.** En el campo, la que vale es la que nunca falla — barro, lluvia,
distancia, y siempre arranca. ACENTO es esa misma confianza: el pueblo entero a mano,
sin dejarte nunca a pie.

**4-beat arc.**
- **Teaser (dark):** mud, a dark ruta de tierra, one headlight cutting through — *"Hay
  una que nunca te deja a pie."* (no badge).
- **Manifesto (cream):** *"En el campo no gana la más rápida. Gana la que siempre
  arranca, llueva o truene, y te lleva a destino."*
- **Reveal (split):** *"Lobería, siempre a mano: acento.digital/loberia. Lo que hace
  andar al pueblo."*
- **Invitation (green):** *"Subite. Llegá a todo el pueblo en acento.digital.
  Sumate."*

**Timing.** Autumn harvest (cosecha) / muddy-ruta months, or a regional rural-rally or
doma-festival weekend when the chata is the star of the campo.

---

### 7 · El asador no se discute — *wildcard*

**Homage energy.** The Sunday asador — the unhurried master at the parrilla, the
ritual of fire, timing and patience that gathers a whole family and town. The
archetypal road-and-table ritual of everyday Argentine life, with no film, chef-
celebrity, or brand.

**OWNABLE angle.** The asador is a free cultural archetype — the Sunday ritual, mate
during the wait, the fogón, the patience of slow fire. We own it via original copy:
ACENTO is the slow fire that gathers the pueblo around one table. Our clay dot as the
ember. No real person, no parrilla brand, no recipe IP — just the ritual.

**FORBIDDEN.** No celebrity asador / chef name or likeness; no charcoal / parrilla /
beef brand logos; no film still or character; no copyrighted song. Only the generic
ritual and original imagery.

**Lobería hook.** Sunday in Lobería = match + asado + mate; the asado is the town's
weekly gathering engine. The campo, la chata bringing the leña, the club's parrilla —
all native. "Lo que hace andar al pueblo" reframed as "lo que junta al pueblo."

**Concept → tagline.** The asador's patient fire as the metaphor for a town coming
together — ACENTO is the ember that lights every corner and brings the pueblo to one
table. *Lo que hace andar al pueblo, a fuego lento.*

**4-beat arc.**
- **Teaser (dark):** a single ember / clay-dot glowing — *"Ya está prendido el
  fuego."*
- **Manifesto (cream):** names the ritual — *el domingo, el pueblo se junta alrededor
  de una misma mesa.*
- **Reveal (split):** *"La mesa ya está servida" + acento.digital/loberia.*
- **Invitation (green):** *"Traé tu silla. Sumate a la mesa del pueblo."* voseo CTA +
  `#ElAsadorNoSeDiscute`.

**Timing.** Any Sunday cadence year-round; peak around long weekends, fiestas
patronales, and asado-season campaigns.

---

### 8 · El último de la AM — *wildcard*

**Homage energy.** The small-town AM-radio host — the warm late-night voice that reads
neighbor messages, birthday greetings and lost-dog notices, holding the whole pueblo's
attention at once. The archetypal locutor de radio del pueblo, with no real station or
announcer.

**OWNABLE angle.** The radio-AM-del-pueblo is a free archetype — the dial, the "buenas
noches vecinos," the saludos and avisos that knit a town together. ACENTO is the
modern dial: every aviso, every business, a un toque. We invent the station — no real
call sign, frequency, jingle, or host.

**FORBIDDEN.** No real radio station name / call sign / frequency, no real announcer's
name or voice, no copyrighted jingle or station ident, no film still. Only an
original, fictional "AM del pueblo" voice and our own ident — keep it 100% original to
stay clear.

**Lobería hook.** In a town like Lobería the AM radio still carries the pueblo's daily
life — avisos, saludos, the match, the weather for the campo. It is the original
hyper-local directory by voice. The brand is the natural successor: same warmth, now
searchable a un toque. Deeply human-scale and forwarding-friendly on WhatsApp.

**Concept → tagline.** The AM voice that holds a town together — ACENTO is that same
warm frequency, now in your hand: cada vecino, cada negocio, en la misma sintonía. *Lo
que hace andar al pueblo, en una sola sintonía.*

**4-beat arc.**
- **Teaser (dark):** a dial tuning — *"Buenas... ¿me escuchan?"* static, then silence.
- **Manifesto (cream):** names the frequency — *la voz que junta al pueblo, aviso por
  aviso, saludo por saludo.*
- **Reveal (split):** *"Sintonizá" + acento.digital/loberia.*
- **Invitation (green):** *"Pasá tu aviso. El pueblo te escucha."* voseo CTA +
  `#ElÚltimoDeLaAM`.

**Timing.** Year-round; strong for fiestas patronales, the club's anniversary, and any
town-wide announcement moment.

---

### 9 · El nueve del barrio — *football*

**Homage energy.** The romance of the classic Argentine center-forward "goleador" —
the neighborhood №9 archetype in hinchada lore and old radio, the figure who "la mete
siempre," the everyman striker who carries the corner's pride (the spirit of the
goalscorer, never any one star).

**OWNABLE angle.** The archetype of the barrio №9 reassigned to the businesses of the
town: the panadero, the verdulero, the ferretero are "los nueves del pueblo" — the
ones who score for the neighborhood every day. Original generic kit, the literal "9"
only as a wink to the position. Hero = the working vecinos.

**FORBIDDEN.** No real goleador's name/face/number, no specific famous №9, no club
kit/crest. **Discipline note:** the numeral reads only as the position — if it risks
reading as a real player's number, **drop the numeral entirely** and use the word "el
nueve."

**Lobería hook.** In Lobería the people who "score" for the town daily are the corner
trades — the bakery that opens at dawn, the verdulería, the ferretería that has the
part you need. Framing them as the pueblo's strikers makes the directory feel like the
team sheet of everyday heroes.

**Concept → tagline.** ACENTO is the team sheet of the pueblo's goleadores: the
businesses that put the town ahead every single day. *Lo que hace andar al pueblo* =
find your nine, on the corner.

**4-beat arc.**
- **Teaser (dark):** a ball-dot hits the back of a net in the dark — *"siempre hay
  alguien que la mete por el barrio."*
- **Manifesto (cream):** *"Los goleadores del pueblo abren a las seis, atienden, y
  resuelven. Esos son los cracks de acá."*
- **Reveal (split):** the trades line up like a team photo, framed by
  acento.digital/loberia.
- **Invitation (green):** *"Conocé a los nueves de tu barrio en acento.digital.
  Sumate."*

**Timing.** Season-opening / local league kickoff weekends and any club fixture
stretch; evergreen for everyday-hero framing.

---

### 10 · El abuelo de la tribuna — *football*

**Homage energy.** The beloved archetype of the lifelong fan-grandfather — the abuelo
who "never missed a game," the keeper of the club's memory, in the affectionate
register of hinchada stories. Devotion as identity, the bufanda passed down a family.

**OWNABLE angle.** The archetype of the loyal abuelo hincha and the passing-down of
belonging — generic, ownable, no real person. We use our own invented "Club del
Pueblo" (no real crest), an original scarf in brand clay/green, and the chorus of
three generations. The hero is the family and the club social, never a celebrity fan.

**FORBIDDEN.** No real club's name/crest/colors-as-cue, no real famous fan's name or
face, no chant lyrics from an actual barra (write original chants), no specific
stadium that reads as a real one. **Discipline note (highest-drift piece in the
program):** the scarf's "brand colors" must read as *ours*, never as a real club's
colors-as-cue; do not echo any specific author's characters or voice too closely.

**Lobería hook.** The club social is one of Lobería's living rooms; loyalty here is
generational — the same family at the same table at the club every Sunday. ACENTO
mirrors the abuelo's logic: support the local, every week, because that's what keeps
the town's heart beating.

**Concept → tagline.** ACENTO is the abuelo's wisdom made a directory: "a los de casa
se los banca siempre." The app is loyalty to the pueblo — the same loyalty the abuelo
taught at the club. *Lo que hace andar al pueblo* is bancar lo de casa, cada semana.

**4-beat arc.**
- **Teaser (dark):** an old scarf (brand colors) folded on a club chair, dark — *"él
  nunca se perdió un partido. ni uno."*
- **Manifesto (cream):** *"Hinchar por lo de casa no es nostalgia. Es lo que mantiene
  vivo al pueblo."*
- **Reveal (split):** three generations stand, the scarf unfurls into
  acento.digital/loberia.
- **Invitation (green):** *"Seguí la tradición: banca al pueblo en acento.digital.
  Sumate."*

**Timing.** Día de la Tradición (Nov 10) for the passing-down theme, Father's /
Grandparents'-day windows, and club anniversary weekends.

---

## 4. Suggested calendar

Sequenced so the loves alternate and the marquee gaucho cluster lands on its one
perfect date (Nov 10). Each campaign runs the El calentamiento ~3-week arc.

| Window | Campaign | Love | Why this slot |
|--------|----------|------|---------------|
| **Jan–Feb** (summer, asado-and-cards) | El asador no se discute | wildcard | Peak Sunday-asado + long-weekend season. |
| **Feb–Mar** (pre-season tune-up) | El mecánico del galpón | cars | Día del Mecánico / galpones prepping for the TC season. |
| **Mar** (back-to-routine, league kickoff) | El nueve del barrio | football | Local league season-opening weekends. |
| **Apr–May** (autumn cosecha, muddy rutas) | La chata no falla | cars | Harvest + ruta-de-tierra months; chata is the campo's star. |
| **Jun–Jul** (winter off-season) | Cuatro de mano | wildcard | Asado-and-cards months; club peña / truco tournaments. |
| **Aug–Sep** (any TC race weekend) | El último de la AM | wildcard | Town-wide announcement energy around a TC weekend; AM carries the race. |
| **Oct** (run-up to Tradición) | La payada del pueblo | gauchos | UGC verse-duel ramps into Tradición week. |
| **Nov 10 — Día de la Tradición** | **Aparcero** | gauchos | The single most on-theme date; *Martín Fierro* anchor. |
| **Nov (Tradición / artisan-fair season)** | El último facón | gauchos | Oficios on display; doubles as small-business onboarding. |
| **Nov–Dec** (Grandparents' / club anniversaries) | El abuelo de la tribuna | football | Passing-down theme; closes the year on loyalty. |

**Movable anchors to watch and slot against:** TC race weekends (the Ford-vs-Chevrolet
grieta is its own free engagement engine for both cars pieces); doma / jineteada
festival weekends; World Cup / qualifier windows (supercharge the two football pieces);
fiestas patronales (asado + AM radio). Día de la Tradición (Nov 10) is the fixed tent-
pole — the three gaucho campaigns cluster there.

---

## 5. Footer — gates and posture

- **Human VP Growth sign-off is required before ANY external publish.** This roadmap
  and all assets are internal until that gate lands.
- **Figures are inspiration only.** No celebrity name, likeness, silhouette, signature
  number, team/brand logo, trademark, song lyric/melody, or real footage/photo is used
  in any campaign. We homage the **energy / archetype**, never the protected asset; the
  hero is always the pueblo / a Lobería neighbor.
- **Using any real asset** (a real clip, a real song, a real person) is a different,
  licensed path requiring **Legal + Head of IP & Brand** clearance and is **out of
  scope** here. If anyone proposes touching a real asset, stop and route it there.
- **Build each one like El calentamiento when greenlit:** the 4-beat arc (teaser →
  manifesto → reveal → invitation), 1080×1920 (9:16) self-contained SVGs, brand
  green/clay/cream palette, Spanish customer-facing copy with voseo, English file
  names and template variables, and the tagline always exactly *"Lo que hace andar al
  pueblo."*