In 2012, Carolina Herrera wanted to augment sales in Argentina and approached us to create a marathon for the 212 NYC fragrance. So how do you get Argentinians excited about a new NYC-inspired perfume? We recreated the famous NY marathon on the streets of Buenos Aires with a branded 10km fundraising race for hundreds of runners. Inspired by 212 Urban Run universe, we designed NYC street signs especially for the race as well as medals for the winners. A tactical team dressed as New York policemen recruited participants for the marathon, while others handed out samples of the fragrance. The marathon’s stylish visual identity captured perfectly the elegant, fresh and modern personality of the 212 NYC fragrance. We’ve produced a 212 marathon each year since then.