Running Toward the Leadership of the Future In Latin America, great leaders are not born by chance they are shaped step by step, with discipline, consistency, and vision. That’s how Lider Runner was created: a development program designed for company leaders to experience their growth like a marathon from the preparation, symbolizing the start of the journey, to the finish line, representing achievement and personal transformation. To communicate this unique experience, we designed a comprehensive campaign that included digital and print teaser and launch materials, creative invitations for each event and training session, and a series of videos filled with energy, movement, and motivation. Each piece was conceived as another “kilometer” in the employees’ journey, reinforcing the idea that being a leader is not only about reaching the finish line but also about learning and growing with every step along the way.