The First Reverse Marathon in history took place at Parque Centenario in the City of Buenos Aires on September 8th. This flashmob was the opening event for the IX Fuga Jurásica Multimedia Experimental Art Festival , that has taken place in the Museum of Natural Sciences Bernardino Rivadavia of the City of Buenos Aires since 1998. The idea is to make a Reverse Marathon that is related to the integral concept of this festival: “Experiencing is good”, which was created and developed by Underground School of Creatives, who are responsible for the integral communication of the event. In order to run in reverse, there were persons who managed to fit improvised rear-view mirrors that consisted of Cds attached to their caps. Talking about mirrors, the numbers on the sweatshirts were printed on the wrong side. Here is the link to the article in La Nación Newspaper.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in