The Tokyo Marathon is one of the biggest marathons in the world. 300,000 runners apply to run and millions follow the race from the sidelines on the streets of Tokyo. To cheer the 30,000 lucky runners that get to participate, we came up with a unique idea that not only motivated the competitors but helped American Express own the race.
Outdoor Poster.
Transit ads.
These flags were posted along corridors and hallways on the biggest train stations to give the people the feeling they were actually on the race course, watching the runners ahead of them, cheering for them.
The translation reads: More we cheer, more they run.
Copywriting & Creative Direction.
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