| Title | SOCIAL_MARATHON IN KYOTO |
| Brand | WACOAL CORP. |
| Product / Service | CW-X |
| Category | C04. Stunts & Live Advertising |
| Entrant | DENTSU Tokyo, JAPAN |
| Entrant Company | DENTSU Tokyo, JAPAN |
| Advertising Agency | DENTSU Tokyo, JAPAN |
| Name | Position |
|---|---|
| George So Sugitomo | Chief Creative Officer |
| George So Sugitomo | Executive Creative Director |
| George So Sugitomo | Creative Director |
| George So Sugitomo/Nao Otani | Copywriter |
| Toshiaki Fukui | Art Director |
| Masahiro Miyakawa/Masayuki Kudo | Photographer |
| Naoki Mori/Naru Kudo/Yoshio Murakami/Yuuma Sasamoto/Yoshiaki Shiota/Naoya Nagatake/Takeshi Kobayashi | Producer |
| Masahiro Amano | Account Manager |
| George So Sugitomo | Planner |
| Director/Takashi Okada/Technical Director/Hajime Kuwashima/Programmer/Ko Yoshida | Other Credits |
CW-X, a running wear brand, wanted to launch their new brand at Kyoto Marathon 2013. Create a new communication no marathon runner has ever experienced before. First link your Facebook or Twitter account to a RFID chip, by entering your hopeful goal time at the special site before the race. Then all you had to do was just run with the RFID. Your RFID will tell you the split time, calculating how fast or slow you are against your aim time. Without using any smartphones to log in, the runners’ time was automatically posted on to their SNS every 10km, real-time. The runners’ families and friends saw the posted time wherever they were, and cheered for them through SNS. The SNS cheers were then re-written in traditional calligraphy and posted on to Kyoto’s historical shrines, temples and walls, and also held by people who were cheering by the road side.