The Latest in Japanese Wearable Tech Feeds You Tomatoes While You Run

Tomato Supplier Kagome Teams Up With Maywa Denki for a Crazy Device

Published on Feb 23, 2015

Editor's Pick

Japanese tomato company Kagome wanted to spread awareness that tomatoes are excellent fuel for runners (that's because they contain lots of lycopene). The problem is, they aren't as portable as bananas or cereal bars, being kind of squishy.

So agency Hakuhodo teamed up with the quirky art collective Maywa Denki to create a wearable tech device that would supply tomatoes to runners on the go -- demonstrating the "Wearable Tomato" at last Sunday's Tokyo marathon. If that sounds a little weird, just take a look at the video. And expect to see tomatoes on your local running trail soon.

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Feb 19, 2015
Hakuhodo Tokyo
Nobumichi Tosa
Kagome Co.,Ltd
Creative Director:
Yoshifumi Takeda
Planning Director:
George Moro
Creative Planner:
Toshiyuki Fujitsuka
Creative Planner:
Yu Kato
Executive Producer:
Daima Kawamura
Masato Seto
Video Director:
Yusuke Takuno
Video Producer:
Yoshio Yoshida

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