Carolina Herrera Puig

Metaverse - 212 Hybrid Urban Run

Agency: 5SEIS


The 11th edition of the 212 Urban Run by Carolina Herrera was a revolutionary hybrid experience that transformed Puerto Madero into New York. More than two thousand runners came together to participate in this traditional solidarity race, which took place both in the physical location and in the metaverse for the first time. The event was attended by celebrities, such as singers, actors and influencers, who experienced the Carolina Herrera atmosphere first-hand. In addition to the physical and virtual thrill ride, iconic fragrances, such as 212 VIP ROSÉ and 212 VIP Black, took the spotlight.

Carolina Herrera presented its exclusive 3D Metaverse in collaboration with the 5SEIS agency, designed and developed exclusively for the 212 Urban Run Buenos Aires 2023. Participants enjoyed an immersive experience both on-site and online, immersing themselves in a 3D web environment that recreated the iconic streets of New York.

Thousands of participants joined virtually, amplifying the reach of the race and creating a global community; there they configured their personalized avatars and immersed themselves in an exciting race, avoiding obstacles and collecting virtual goodies. Upon crossing the finish line, runners accessed a showroom space showcasing Carolina Herrera products, with direct links to the online store for shopping. This unique Carolina Herrera Metaverse 3D experience is available on computers and mobile devices with internet connection.

For an even more immersive experience, virtual reality goggles were offered at various promotional points throughout the race. With this combination of a hybrid race and immersion in the Metaverse 3D, Carolina Herrera provided participants with an unparalleled opportunity to live a unique experience.

This professional campaign titled 'Metaverse - 212 Hybrid Urban Run' was published in Argentina in May, 2023. It was created for the brands: Carolina Herrera and Puig, by ad agency: 5SEIS. This campaign is related to the Beauty, Fashion, and Sports industries and contains 1 media asset. It was submitted 3 months ago by Director: Gabriel Aufgang of 5SEIS.


Advertising Agency: 5SEIS
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