A brilliant exercise in combining a elements together to create something powerful. Nike and the Lance Armstrong Foundation paired with technology, the Tour de France and thousands of individuals wishing to honor loved ones touched by cancer.
The team put together a machine that chalked messages onto the road-surface along the tour’s route. The messages were submitted by Twitter, messages were then chalked and photos taken of the message and sent back to the author. A pretty incredible use of technology to create some very special meaning for thousands of people around the world. Nicely done! For more, read an article on the Communication Arts site and watch a video about the whole project.