We created oversized brain costumes for a number of athletes and looked for a major sports event to let our “brains” demonstrate their fitness. We chose the Frankfurt Marathon 2008 because it is one of the biggest marathons in Germany and there are very few athletes in costumes running the race. Our three brains on two legs ran the 42.195 km distance together with the other athletes. They were cheered enthusiastically by 300,000 spectators while at the same time communicating the game’s core message: “Every brain can get fitter. With Dr. Kawashima’s Brain Training”.

-300,000 spectators along the course-Live broadcasts lasting several minutes on German TV with a viewing rate of 20%-Interview with the “athlete brains” broadcast on several TV channels-News items and reports printed in local newspapers-Photos and video clips on portals like YouTube and flickr