a bike with a brain...and soul?

Agency BREAKFAST has produced a really fun promotion to support Livestrong. They've built a bike with a brain.

Think about how your car tells you when it's time to change the oil, when the engine is too hot, and what the temperature is in the cabin. Now imagine adding that kind of technology to a bike...but giving it a heart, too.

Precious is indeed a special bike that's monitoring its sentiment as it rides across America, tweeting all along the way. The bike monitors everything, and expresses how it's feeling, in its own words. Check out the really beautiful campaign site, or follow the bike on Twitter. Nice.

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