We developed a digital installation utilising a transparent display. A running shirt is on display behind the screen. Runners type in their own goals for the race. The words show up on the screen in real time as if they’re being printed for real. The installation also takes a picture of the runner and prints it on the shirt virtually with the runner’ words. After the digital experience, we printed the runner’s words and pictures on a real T-Shirt. All the runners participated in the race wearing the shirts. After the race, we added their records onto their shirts.

During the campaign, 4,356 runners experienced the digital installations. The number of fans on Facebook has increased by 250%, and the fans shared their customised T-Shirt images online. All the runners had worn their own T-Shirts and experienced the most exceptional race in their lives. Moreover, the custom T-Shirt became the symbol of We Run Seoul Race.