El Cruce is the hardest trail race in Latin America. Every year, the rate of quitters increases due to the altitude and the extreme conditions. In 2025, more than 8,000 runners faced 100 kilometers over three brutal days across mountains, forests, and lakes. This challenge isn’t just physical, it is mental. As the most chosen brand to enhance performance, Gatorade knew that staying properly hydrated wasn’t enough. So we helped them to stay fully motivated as well. “Fragmental Medal” is a motivational system delivered in pieces, one per stage. This new awarding method was designed to celebrate the process instead of just the finish line. By turning one impossible goal into three achievable milestones, we kept runners mentally strong throughout the race. During the three days, we followed the runners’ progress from the starting line until they finished each stage and captured their real and most honest reactions when we awarded them with each part of our medal to create a documentary showing how Gatorade was a sponsor for the event, but more like a partner for the runners. Results: - More than 90% of participants crossed the finish line - The lowest dropout rate in the event’s history - Gatorade was the most mentioned brand during the competition