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This exhibition was organized during Daniel's free time and is made possible by the generous donation of Daniel himself. 

A Sinister Production

New York Marathon

You Make It 

A Marathon

Our #1 priority was to create an Interactive Social Activation. Since all runners were already registered for the event, our task was to turn out the spectator's en masse, reminding viewers that a marathon can't happen without them.

The solution: Let spectators run the marathon on our site.​

So we launched an aggregator site to collect and sort all the images, tweets, and posts that are taken and tagged on November 3rd, the day of the race. Using Google StreetView site visitors will be able to navigate the marathon route populated with the live feed of the photos tagged:    

 

 

Client / 

NYRR​

Role / 

Concept

Art Direction

 

Agency / 

BBDO

#RUNNYC   |   #TAGTHEBIB

On the day of the race, spectators participated by tagging the bib number on the runners.

 

The aggregator site displays in real time.

You can also participate from home with a full Google maps empowered 3D tour of the marathon route.

 

 

You could "run" at your own pace form your screen and/or view others tagged pictures along the way.

 

Examples of tagged posts as the enter the site.