Cannes 2017

ALL THINGS TBWA AT THE FESTIVAL OF CREATIVITY

"Green Light Run"
Adidas

TBWA\Hakuhodo

Tokyo has a staggering 15,772 signals - compared to NYC's 12,460 and London's 6,252 - making it near impossible to complete an uninterrupted urban run.

Using traffic data provided by the local police department, and taking traffic light patterns, distance, timing and safety all into account, adidas Japan and TBWA\Hakuhodo brought to life a one-of-a-kind, urban race through the busy streets of Tokyo.

The full length marathon was held from midnight to dusk, with the magnificent night scenery of Tokyo on show, including landmarks such as Asakusa, the Imperial Palace and Tokyo Tower. Thirty lucky runners were selected from 180 applicants nationwide to take part.

AWARDS
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SHORTLISTS
CYBER | Tangible Tech
CYBER | Live Digital
OUTDOOR | Use of Ambient Outdoor
OUTDOOR | Live Advertising and Events
PROMO & ACTIVATION | Corporate Image
PROMO & ACTIVATION | Use of Technology
PROMO & ACTIVATION | Guerrilla Marketing & Stunts