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Kilómetros Coloridos
(Night's version)
Context:
"Kilometros Coloridos (Night's version)" is a fictionalized recreation based on a real campaign originally developed for a Peruvian brand under NDA.
Creative Development
For this recreation, I took the creative freedom to reinvent the logo, aligning it with the marathon’s special edition while allowing myself more flexibility than the original brand requirements permitted.
The goal was to preserve the essence behind the concept: the unicorn, the use of color, and the idea of turning physical activity into a celebration as a central part of the brand’s identity. All of these elements were then translated into a nighttime version.
I also chose the concept “Night’s Version” as a recognizable code within contemporary digital culture, integrating it into the campaign to strengthen its connection with the audience.
Originally assigned tasks:
Creative concept development.
Definition of campaign tone and narrative.
Content planning and post structure.
New tasks:
Visual execution and social media adaptation.
Visual identity redesign, including logo and graphic universe.
Project Origins
Strategic Approach
The main objective was to generate engagement and anticipation around the new edition of the race, keeping the conversation active until the different ticket release stages became available.
To achieve this, the strategy was built around a celestial conceptual universe, drawing from astrology, stars, and imaginative thinking. This direction was not chosen only for its aesthetic value, but because it connected with interests identified within the campaign’s target audience.
From that approach, the content aimed to turn the waiting period before registration into a more emotional and participatory experience. The communication invited the audience to feel part of a world of its own, where running was not presented only as a physical activity, but as a colorful, aspirational, and shared celebration.
Execution:
The posts were designed as games and self-discovery prompts, consistently encouraging users to share them with friends, as many of the dynamics depended on their participation and commitment to the race.
The content was built around simple but engaging interactions, created to encourage direct engagement and make organic sharing easier. This approach promoted both individual participation and exchanges between users, helping the campaign stay active and conversational throughout the ticket release period.
Concept & Strategy
Observed Results:
Compared to more informational posts, the campaign showed a clear difference in engagement levels, both in likes and shares. However, the strongest impact was seen in the comments, where the audience actively responded to the prompts, generating higher participation and interaction.
This approach helped turn the content into a more dynamic experience, aligning with the goal of building anticipation and sustaining audience interest before registration opened.
Expected Outcome:
Increase audience anticipation before each ticket release stage.
Encourage users to interact with the campaign through playful and shareable prompts.
Strengthen the emotional connection between the audience and the race’s visual universe.
Position the event as more than a physical activity, presenting it as a colorful, social, and participatory experience
Generate organic circulation through content designed to be shared with friends and potential participants.