Standard Chartered Hong Kong Marathon is the largest community sporting event in Hong Kong. Our client briefed us to excite runners about the marathon.

Paper cups support athletes by carrying re-hydrating fluids on race day. So why not use them to support athletes in the weeks before the event? So along popular training routes cups were strategically placed to spell out words of encouragement. This medium has not been used for commercial purpose before.

It must have helped because a record breaking, 99.64% finished the race this year.