Under the concept TRAINING FOR THE 10K DOES NOT ONLY HELP YOU, they developed a fixed running belt that was installed in one of the corners with most traffic, both vehicles and pedertrians, of the city of Buenos Aires. The objective was to add up the miles ran by all the participants during 10 days. The total accumulated miles were later converted into a donation for the Unicef. This was a huge motivator that had everyone wanting to run. Celebrities and personalities from different sectors like sports, entertainment, music, modeling and the vice president of the nation himself showed up to make their contribution running several miles. At the end of the 10 days, 1053 kilometers had been accumulated. Nike donated 35 US dollar for each kilometer.
Agency: BBDO Buenos Aires, Argentina.