Every year Nike challenges a city to run 10K in their annual We Run race. On 2013, they wanted to move the city not only one day but for several weeks before the race day.
Nothing moves more Mexico City's habitants than pride. And nothing has more pride than your neighborhood. That's why we divided the city in 12 barrios (districts) challenging each other to run together to enlighten and show their pride.
The more KM a brario ran, the more light they got.
We created 12 unique badges and placed a physical one in every running zone of each barrio. Using Nike+ technology we tracked every KM ran by a member of the barrio. THE RESULTS: People in Mexico City owned the campaign. It got out of the running tracks and got into popular culture.