This project started with a small, almost invisible daily gesture: validating the navegante® pass.

Set during the Christmas season, the challenge was to communicate genuinely good news: the monthly pass price would not increase in 2026, in a way that felt worth celebrating, without overstatement. We chose to focus on the sound and act of validation as a symbol of movement, trust, and continuity in everyday life.

By elevating a familiar routine into a meaningful moment, the campaign framed this decision as a rare kind of gift: one that quietly improves people’s daily lives and strengthens the relationship between the city and those who move through it.

Rolled out across TV, radio, digital, print and OOH, the campaign maintained a consistent, human tone at every touchpoint.