"It's Time To Shine" challenges runners

An interaction between mobile, digital billboard, social media, website and runners

A Mizuno campaign features a unique way of challenging and honoring street runners: the “It’s Time To Shine Challenge” connected cell phones, digital street furniture and social media to offer an unprecedented experience to Brazilian runners. In the challenge, runners used their cell phones to turn the distance between two bus stops into a racetrack, and anyone putting in a great performance on the improvised track became King or Queen of the road, with the photo of the fastest runner projected onto digital screens at bus stops, until someone beat their time.
To participate, all you had to do was go to the track — between Gates 6 and 7 of Ibirapuera Park in São Paulo — and access the querobrilhar.com website by cell phone. After connecting to one of the bus stops, the person needed to run 450 meters to the other stop and could challenge friend through the website