GATORADE
Fragmental Medal
Fragmental Medal reimagines the rewarding system at El Cruce, the hardest trail race in Latin America. Instead of a single medal at the end, we fragmented it into three pieces, delivered after each stage of the race.
Each piece was designed to represent the landscape of that stage (forest, lake, or mountain) turning the medal into a physical story of progress.
This new medal impacted directly on the behavior and mood of runners, helping them to stay mentally engaged and committed.
And Gatorade was more than a hydration brand. It became a companion that helped them keep going fully motivated.
AWARDS
Non-yet
