Nike Chalkbot

Nike and Livestrong translated inspirational real-time tweets from fans across the world into chalked messages to the riders in the Tour de France.

One Club

“10 Best Digital Campaigns of the Decade” winner

Cannes Lion

Cyber Grand Prix Winner

Best of

Communication Arts Interactive


Nike wanted to move beyond yellow bracelet giveaways to promote their Livestrong sponsorship at the Tour de France.


We decided to reinvent the age-old tradition of chalking messages along a course and empower fans across the world to participate in the race remotely.


Deeplocal invented a robot that traveled the roads of the Tour, covering them with user-submitted tweets of inspiration from the back of a chalking truck. The robot snapped a photo of each message and sent it back to the user, along with the GPS location of where the message was printed.

The Nike Chalkbot became one of the most talked-about campaigns for years, essentially inventing a new type of advertising that combines physical robotics and experience with the digital world.

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