Running is the sport of the moment, attracting a growing community of professional and amateur athletes. In a crowded and highly competitive category, Pão de Açúcar faced the challenge of keeping its long-standing race relevant while standing out among major players.
The insight was simple: life moves fast, and people run for many reasons: to keep up, to deliver, to take care of themselves. So instead of pushing performance, the brand chose to celebrate running at one’s own pace.
The idea was to transform the race into a premium experience that respected different rhythms, turning competition into connection. Through a content-driven strategy and collaborations with influential voices, the event reclaimed its cultural relevance in São Paulo after more than 30 years.
The results spoke for themselves: record-breaking registrations, with over 7,000 runners, increased engagement, and strengthened brand equity.
CD Sergio Fonseca
ACD Pedro Paulo Mesquita
Content Director Cristina Uehara
AD Pedro Apud & Murillo Oliveira
CW Letícia Yukari & Marí Martins
CM Ronald Michel
Production La Carretera
