Title	HELPLESS MACHINE
Brand	"WHO CARES?!" SOCIAL PROJECT
Product/Service	WHO CARES?!
Category	B04. FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company	HUNGRY BOYS Moscow, RUSSIA
Advertising Agency	HUNGRY BOYS Moscow, RUSSIA

Name	Company	Position
Vlad Sitnikov	Hungry Boys	Creative Director
Alexandr Shtefanets	Hungry Boys	Copywriter
Andrey Paukov	Hungry Boys	Director

The Campaign

Solution It was necessary to take the problem into a crowded public place. We set up a vending machine at one of the biggest shopping malls in Moscow, and it was planned that all snacks would get stuck inside on purpose. Also, there was a screen in front of the machine playing a video of an attractive woman encouraging buying goods. However, each time somebody hit the device, vibration sensors changed the picture and caused the woman to cry capturing everyone's attention. Eventually, customers got their snacks, but they had to experience others' judging looks first. The campaign slogan was: "Lost control over a triffle?", which can be understood in the literal sense of the word, as well.


The Brief

Show people the problem

Results

More than 100 000 views of video (in Russian and English) Over 150 publications worldwide +1000 shares on Facebook and +1000 shares on vk.ru, twitter In all social networks there appeared discussions on the project and the important topics it raises. And that was our goal -- to get people to talk about this topic openly, and to declare the problem.

Execution

We installed a vending machine in the center of one of the biggest Moscow shopping centers Afimall City and configured its springs in such a way so that the snacks inside deliberately got stuck. We also provided the machine with some vibration sensors and a display changing the picture when the sensors were triggered. A smiling girl immediately burst into tears, drawing the attention of passers-by. The buyers could finally get their purchase, but they had to hit the machine a few times under the disapproving gaze of the crowd.

The Situation

In Russia it is common to keep quiet about family problems no matter what they are. We started "Helpless Machine" campaign specially for "Who Cares?!" social project in order to raise awareness about the most serious one. Problem Every year about 10,000 Russian women die as a result of domestic violence. Together with "Who Cares?!" project we have decided to find out how difficult it is for a man to get mad. The results were shocking: just a small amount of frustration is enough to lose self-control. How to draw attention to a problem that is hidden behind closed doors?

The Strategy

The solution appeared to be quite obvious: the problem was to become public. We installed a vending machine in the center of one of the biggest Moscow shopping centers Afimall City and configured its springs in such a way so that the snacks inside deliberately got stuck. We also provided the machine with some vibration sensors and a display changing the picture when the sensors were triggered. A smiling girl immediately burst into tears, drawing the attention of passers-by. The buyers could finally get their purchase, but they had to hit the machine a few times under the disapproving gaze of the crowd.