Mama Hungara and Stink Films Sao Paulo Capture the Passion of River Plate for Betano

​Mama Hungara, in co-production with Stink Films São Paulo, brings to life “Qué Locura Ser de River”, the latest campaign for Betano, created by Wieden+Kennedy São Paulo. The film marks the launch of Betano’s partnership with River Plate, one of the most iconic football clubs in the world, and offers a poetic and deeply emotional portrait of what it means to be part of its legacy.

Directed by Hernán Corera and Fran Mazziotti, the piece blurs the line between documentary and fiction, merging the surreal with the profoundly human. For Mama Hungara, the challenge lay in capturing an emotion that defines generations of River fans - that unique blend of faith, madness and belonging.

“We wanted to portray River not as a team, but as a feeling that transcends time, a force that unites people through sound, ritual and memory,” explains director Hernán Corera. “Every person who appears in the film is a real fan. Their truth is what makes the piece breathe.”

The film’s most iconic moment unfolds inside Teatro Cervantes, where true supporters gathered to hang their treasured flags, some over fifty years old, creating a monumental installation charged with personal history. Among them stands a blind fan who has followed River all his life without ever seeing the team, the pitch or the ball. His presence, surrounded by a sea of colour and noise, became the emotional heart of the campaign, a reminder that passion can be experienced beyond sight.

Shot across Buenos Aires, the project demanded a highly coordinated production to preserve authenticity while achieving visual precision. From the texture of the streets to the choreography of the crowd, Mama Hungara’s team worked closely with local fans and River’s community to translate genuine emotion into cinematic form.

The result is a visceral and timeless tribute, a film that connects Betano with the cultural identity of River Plate, reaffirming Mama Hungara’s reputation for crafting work that balances realism, lyricism and emotional truth.