How do you connect two foreign cities 5,306 miles apart? By celebrating what brings them together. When United Airlines launched a new direct route between New York and Buenos Aires, we created a campaign that highlighted the shared passions of potential passengers in both cities.

Working closely with Wunderman Buenos Aires, we identified some sneaky similarities between these vibrant cities and their people. Executions about architectural beauty, food, art, and more reached both cities with a combination of online films and outdoor media. The campaign proved these friends-to-be aren’t really so far apart after all.