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Rodamar · Automotive
Challenge
Brand reappraisal — Urban Latin American millennials aged 28-40 who grew up in provincial or rural towns but now live in major cities like São Paulo, Bogotá, or Mexico City. They are upwardly mobile, digitally fluent, and carry a deep but unspoken nostalgia for the landscapes and roads of their childhood — yet associate SUVs and trucks with their parents' generation rather than with their own identity.
Insight
Across Latin America, internal migration from small towns to megacities has created a generation that romanticizes the roads they grew up on — the unpaved routes to grandma's house, the mountain switchbacks to school — but feels culturally pressured to perform cosmopolitan sophistication, making them embarrassed to publicly claim those origins. The roads of their childhood are simultaneously their most emotionally charged geography and the one they are least likely to share on social media.
Idea
Invite people to rediscover and publicly reclaim the specific road that shaped them — using satellite imagery and user-generated storytelling to turn overlooked rural and provincial routes into monuments of personal identity, proving that Rodamar vehicles were built for the roads that made Latin America who it really is, not the highways it aspires to.
Execution
Rodamar built a digital platform called 'Mi Camino' that used satellite and mapping data to let users search for the exact road from their childhood — however remote or unnamed. Once found, users could pin the road, overlay a personal memory in text or voice, and generate a shareable visual 'road portrait' styled like a topographic monument plaque. The brand seeded the platform by partnering with musicians, chefs, and athletes from across LATAM who each revealed the humble, forgotten roads of their upbringing in confessional-style short films. The OOH component placed actual commemorative plaques on selected roads across six countries, turning anonymous stretches of gravel and dirt into named, storied landmarks — each bearing the name of the person who claimed it and the Rodamar logo. The visual language deliberately rejected the polished, aspirational aesthetic of traditional automotive advertising, instead embracing dust, imperfection, and raw emotional texture.