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.