San Silvestre Vallecana 2003 :: Nike

In October 2003, a lighting stroke on the statue of the Bear and the Strawberry Tree (in Spanish “El Oso y el Madroño”), a sculpture in the historical centre of the capital that represents its coat of arms. As a result, the bear came to life. If you see it, run!

That absurd hoax was the main concept of the campaign for the San Silvestre Vallecana race of 2003. Online, the inner monologue of a runner facing the unlikely threat of the bear in the loose was the leitmotif that brought the site together: a very innovative experience for 2003.

• Grand Prix and Gold at Cannes Lions 2004, Gold Pencil at the One Show, Grand Prix and 2xGold at El Sol, Bronze at the Clios, and Gold at FIAP.

It included a cheeky game to spread the word, an eCommerce module to register to the race, and a section that allowed users to personalise the poster of the race with their own messages and a -pioneering at the time- upload your face functionality.

The campaign leading to the website was also very innovative. Overlays and standard banner units worked in synergy to deliver the message.

The website of a non-existent organization of vigilantes gave depth to the concept and was featured in prime time on Spanish national TV.