The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Interactive Advertising / Environmental / Experiential - Single
URL
Click to launch
Annual ID
10048N
About the Work
Chalking the roads is a Tour de France tradition. Spectators write messages of encouragement to their favorite riders. Outside of the Tour, LIVESTRONG and the Lance Armstrong Foundation have embraced the idea of using the roads as a huge canvas, encouraging people to chalk messages of hope in the fight against cancer. The Nike Chalkbot was a way to take this positive message even further. It brought the roads of France to everyone. By sending a message to the Chalkbot through SMS, web banners, Twitter or WearYellow.com, people around the world were able to make their mark in yellow. Over the course of a month, the Chalkbot gained over 4,000 followers on Twitter, received over 36,000 messages and printed thousands of them over 13 stages of the Tour de France while driving several thousand miles during the 25-day event.
2010 Awards
Total Points: 25
Gold Pencil
Credits
Co-Agency
Marco Kaye
Production Company
Deep Local
Art Director
James Moslander
Adam Heathcott
Group Creative Director
Danielle Flagg
Tyler Whisnand
Writer
Marco Kaye
Agency Producer
Marcelino Alvarez
Jeremy Lind
Content Strategist
Adam Heathcott
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