Run for the Planet
Running is a popular trend. And running for a cause is, perhaps, what motivates people most. That is why we decided to leverage a well-known race turning it into our platform to communicate the reforestation commitment assumed by Toyota in 2016. This is how the campaign 'SOWING THE SEEDS OF CHANGE' is born consisting in planting a tree per each 10 km run by every single participant.
Choosing the race was not a tough task as Toyota is the official sponsor of the most long-existing half marathon in South America, the 107 Half Marathon of Lima.
One of the most popular activations at the event was turning the runners into our KV main characters, by taking a picture of them and applying to it the graphical treatment used in the KV.
More than 8,000 participants.
11 districts of Lima will benefit from more than 10,000 seeds for reforestation.
The event’s hashtag #yocorroporelplaneta was trending topic on Twitter.
Impact in national and international media.