Marathon runners focus on the road, not the branding beside it. How can we show our support for runners in a meaningful way during the Copenhagen Marathon? What we did The 30K mark in a marathon tends to be a pivotal point in the race where runners hit a wall. For the Copenhagen Marathon, we created an installation built on that insight with the clear message: when you hit the wall, hit it back. The installation physically visualizes the mental and physical barrier runners face, turning a dreaded challenge into a source of motivation.