El Cruce is the hardest trail race in Latin America. Every year, the quit rate increases due to the altitude and 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 one of the most chosen brands for performance enhancement, Gatorade knew that staying properly hydrated wasn’t enough. So we helped them to stay fully motivated as well. We reimagined the medal of the event for the first time in its 20 years to create “Fragmental Medal”. A motivational system handed to runners in pieces, one for each stage completed. 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. Each part of our medal was inspired by the unique landscapes of the race throughout Argentinian Patagonia. Showing the Andes, the Arrayanes forest, lakes, and the many kilometers covered per stage. Designed, laser-cut, pressed, and delivered by thousands, our medal became the hard-earned award that symbolizes all the effort they've been through. Results: - 97.3% of participants crossed the finish line - The lowest dropout rate in the event’s history - Gatorade was the most mentioned brand during the competition