The idea was to use a clear race related icon: the finishing line tape, so everybody would feel they could make it to the end. When people opened their newspapers and magazines they found the tape, on subway doors and stairs, in buildings, buses, wherever we could contact them, we insisted they could participate.Large mirror-panels with the tape were installed on subway platforms, so you could see yourself reflected and feel like a winner.

Two weeks before ending the campaign, we had 10.000 people enrolled and paid for. It was so successful that written and audiovisual media covered the news; it was even discussed on talk shows as some well-known characters participated in the race, which became the popular sports event of the year.