The Copa América returned to the U.S. in 2024, but skyrocketing ticket prices pushed millions of die-hard Latino fans out of the stadiums. Total Wireless, a brand built to amplify Latino voices, didn’t have an official sponsorship—but that didn’t stop us from finding a way in. We tapped into one of fútbol’s most iconic fan behaviors: signs. With a simple phone number and one energetic superfan named Richy, we launched Text-to-Sign—a real-time activation where fans could text their messages and have them turned into handwritten signs, held up live in the stadium. Richy traveled game to game, turning fan texts—cheers, jokes, even proposals—into signs that showed up on jumbotrons, TV broadcasts, and even caught the attention of players on the field. We even partnered with Dude With Sign to promote our Total-Sign-Guy Richy. In total, we received one fan text every 90 seconds of game time—proving that even without tickets, fans still found a way to be heard.