Twin Cities Marathon — Angely Guevara

TCM needed a universal way to promote the amazing Medtronic Twin Cities Marathon Weekend.

We chose to celebrate how that weekend brings the Twin Cities—and beyond!—together. Why?
Because we all have 10,000 Reasons to Run

We made fun, bright badges that capture many, many of those 10,000 reasons. I put in the legwork thanks to some exhausting primary research.

Whether participants are running, jogging, jumping up and down with a sign, or waking up at early hours to volunteer, the weekend's joy is made up of thousands of moments that we captured as "Reasons to Run."

Our work fueled event promotion and on-the-ground identity. We even turned the badges into life-sized photo ops.

Copywriter: Angely Guevara
Designer: Sandy Meirovitz
Creative Direction: Becky Radecki, Andrew Beckman
Strategy: Lee Cerier, Ethan Hyslop
Agency: Superhuman

🥈 AdFed MN The Show 2025 - Silver - Integrated Consumer Campaign