Lance Armstrong returned to cycling to dedicate his final race to fighting Cancer. To give people a chance to join the fight with him, we created an interactive chalk robot that sprayed messages of hope on the actual road course of the Tour de France. The Chalkbot returned the following year to chalk the streets once more.
The campaign won just about everything and found its way into textbooks.
Agency: W+K Portland
CHALKBOT
Creative Partner: Adam Heathcott, Marco Kaye
EP: Marcelino Alvarez
Technologists/Production: Deep Local
IT’S ABOUT YOU FILMS
Creative Partner: Marco Kaye, Shannon McGlothin
Directors: George Hickenlooper, Greg Kohs
Producer: Felicia Glover
AWARDS:
Cannes Grand Prix Integrated Campaign, Cyber Cannes Grand Prix, One Show Best in Show, One Show Best of the Digital Decade, D&AD, ANDYs Richard T O’Reilly Award, Webbies, AICP Next, Best of Communication Arts Interactive, Contagious Magazine, MOMA permanent collection, and more.