UltraSuperNew Inc.

To announce the call for entry for the Red Bull Box Cart Race in Tokyo, we took the campaign to the streets. After buying 70 bicycles, we placed them strategically around the Shibuya/Harajuku area where a lot of young, creative people are and bicycles are commonly on the side of the road. We removed wheels and seats of the bicycles and in their place put big signs addressed to "the owner" of bike, so everyone could see that said, "We have borrowed your wheel for our entry in the Red Bull Box Cart Race, we promise to return it after the race is over". The campaign itself was heavily reported and gained a lot of attention in the area, creating a great deal of buzz for the application phase and leading up to the event.