NARANJA X

WE LIFTED TOLL BARRIERS TO REPRESENT THE FINANCIAL BARRIERS WE AIM TO BREAK DOWN.

To celebrate its 40th anniversary, Naranja X launched “40 years breaking down barriers”, a campaign that turned its mission to democratise access to finance into real action. During the morning rush hour on 24 September 2025, the brand lifted the barriers at various toll booths in Buenos Aires and Córdoba, allowing thousands of people to pass through for free. The campaign began with an unbranded teaser that generated intrigue and conversation on social media, before revealing that Naranja X was behind the initiative. A brand metaphor turned into an experience: lifting physical barriers to symbolise the financial barriers the company seeks to eliminate every day.