In 2009, Sebastian Rosado, an 18-year old young man who has cerebral palsy, tried to sign up for a popular 10K race. The event organizers told him he was not allowed due to safety concerns.

But Sebastian didn't listen. Along with 30 of his friends at María de los Ángeles Center, a non-profit organization that sponsors summer camps for children with disabilities, he founded a 5K race on his own, in which anyone, including disabled racers, was able to join.

Traditionally, Ford was one of the event’s sponsors. But this year, Sebastian inspired them to transform their sponsorship into something much more meaningful. For the brand, “go further” is more than an advertising slogan. It’s meant to inspire behavior. In Sebastian, Ford found the perfect example of this deeper meaning.

As main sponsors of the race, Ford turned a 5K into an endless race. A video was produced that documented Sebastian’s story and his performance during the race. Then we launched a microsite that showcased the race and invited visitors to add kilometers to it by sharing the video around the world. Each time the video was viewed in a different country, its distance from the race’s starting point was calculated with Google Maps and then added to the kilometer count.

So far, what started as a 5K event has turned into a 25,636,810K race that has inspired people from 88 different countries.

As main sponsors of the race, Ford turned a 5K into an endless race. A video was produced that documented Sebastian’s story and his performance during the race.

Then we launched a microsite that showcased the race and invited visitors to add kilometers to it by sharing the video around the world. Each time the video was viewed in a different country, its distance from the race’s starting point was calculated with Google Maps and then added to the kilometer count.

So far, what started as a 5K event has turned into a 25,636,810K race that has inspired people from 88 different countries.