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, 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. Wieden+Kennedy partnered up with Pittsburgh companies Deeplocal and Standard Robot to bring this concept to life.

Agency: Wieden + Kennedy Art Director: James Moslander & Adam Heathcott Producer: Marcelino Alvarez Editor: Justin Lowe

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.