Dentsu Y&R Tokyo created a concept film and a webpage that introduces the functions of WEARABLE_BANANA and the nutrition information of DOLE Runner's Bananas.
The media team … read morestrongly negotiated with the Tokyo city government to be able to actually use the WEARABLE_BANANA in the marathon course.
The marathoner's race time, heart rate and real-time cheers from Twitter were displayed on the banana peel. After finishing the whole race, through GPS detection, a message "EAT ME!" automatically appeared to encourage the finishers' appetite.
The media team organized the world's first bite right after the race, and the TV media rushed to shoot it.Runners attached the WEARABLE BANANA on their wrist and actually ran the whole marathon.
And of course the marathoners ate the WEARABLE BANANA after they crossed the finish line, providing not just race data but also potassium and energy!
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