Barcos & Rodados

Concept

A service station sells exactly the same thing as the one on the next corner, at the same regulated price. There is no product to differentiate. All that is left is why you choose this one and not the other — and that is the whole campaign, right down to the name: Buenas Razones, BR.

The site solves it with a single visual idea. You see the forecourt head on, with the pumps, the blue and yellow canopy, the attendants waiting. Two of the bays have cars, and the cars keep changing: a modern saloon beside a Ford from the forties, a seventies muscle car beside a Japanese sports car. Each pair carries its own label —Classic Reasons / Modern Reasons, New / Old— and the line below closes the argument. What it says without saying it is the only thing a station can really promise: here you get the same service whatever you drive in with.

The whole site happens inside that single image: the navigation is two road signs planted in the median, as if they were part of the station. The interface does not sit on top of the scene, it lives inside it. Behind it there is a full corporate site for a distributor's other audience, with a gallery of facilities and access to Logistics, linked in both directions. It is the cleanest case in the archive about how you differentiate the undifferentiable.