"The bear of the famous Madrid's statue has escaped. If you see it, run." The website is an adaptation of this urban legend. The San Silvestre Vallecana offline campaign conceived by the agency Villar&Rosas, is here used as a leitmotiv for the website of the race, experiencing the story from the runner point of view. An inner voice guides the user during the persecution and shows him that, in his mind, the menace of the bear becomes an extra motivation to run. Instead of running away, the runner chases after the bear.