Our ambient work was the experience itself. And we are not talking only about the race but about the whole process: starting with the print ad that already came with the race official numbers.

It was so easy to take part at the event that this was the final push for a lot of people to get back running. All they had to do was scan the QR code to confirm their subscriptions, cut the ad out, place it on their shirts and get in the race. In other words: we created the first ad ever to run a race.

The experience reached its maximum power at the race where we were able to see that we really rekindled Brazilians passion for running and made all kinds of runners experience the best of the outdoor live.