Summit The City | MC x REI

For the 2024 TCS Marathon, MasterCard teamed up with REI to promote a new co-branded card and tell an exploration story through their expo footprint.

To answer the brief, we created “Summit The City”, a two story footprint that educated runners on all the plants and animals they could be on the lookout for during the 26.2 miles of the NYC Marathon. Running a marathon is a mental challenge as much as a physical one, so we encouraged runners to treat the various boroughs like different ecosystems to explore, making an authentic connection to REI and giving runners a fun game to play every step of the journey.