Spectators have always chalked messages of support along the Tour de France route – how about using the web to bring the roads of France to everyone and spread messages of hope in the fight against cancer? Working with ad agency Wieden+Kennedy Portland and development partners DeepLocal and Standard Robot, Nike created a giant robotic writing tool.



Over the course of the 25-day event, the Chalkbot picked up over 4,000 followers on Twitter and received over 36,000 messages. It printed thousands of them over several thousand miles and 13 stages of the Tour de France.



"I don't think any of us were prepared for the staggering impact of reading a kilometer's worth of people's heart-wrenching messages all at one time,” says Wieden+Kennedy's Adam Heathcott. “For me, that first day was a much larger emotional challenge than it was a technical one."

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