H5 + Combo
H5 is a highway that connects downtown Buenos Aires with a nearby suburb Luján. A new proposal arose for this heavily trafficked highway, H5 wanted to position itself as a charismatic brand. H5 called on us to create this new universe.

How did we get started?
In the beginning, we noticed something we had to take advantage of: no one has been innovating the service of routes on a communicational level. We saw only utility signs communicating information about tolls, points of interest and other travel related information. We decided to exploit the intangible and to communicate that each trip is a new opportunity.

What were we looking for?
We wanted to humanize the H5 route to add value to the trip. We wanted to build a brand that reflects a commitment to getting close to the people: to generate a positive bond. H5 would become a mediator between the towns and its’ visitors.

How did we do it?
We built a recognizable image, which could be easily applied to an extension of the brand, including any kind of signage. We used these catchy new signs to make H5 different. The signs now generated bonds, by informing drivers of events throughout the region, like popular parties, cultural gatherings and art exhibitions.

What did we achieve?
H5 proposed a new concept in travel, one that builds relationships between common users of the route, the inhabitants of the towns and the route itself; the idea that a road can be the set for life’s experiences. From the moment people leave their homes to when they reach their next destination, H5 is giving them something new to look forward to.