In 1999 I created an outdoor ad for Nike (Argentina), that was placed in the Bombonera, the mythical Boca Juniors stadium. The phrase “La Bombonera does not tremble (shake). It beats”, was born from the legend people repeated over and over; they felt the floor tremble when fans sang and danced in favor of their team.
We played with the phrase and wrote that the Bombonera did not tremble, but beat like a giant heart.
The sign was so successful it stayed in the stadium more than 5 years. The phrase was adopted by both journalism and fans and is still in use after many years.