A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-08-06. Helpless Machine
| Agency | Hungry Boys |
| Creative head | Vlad Sitnikov |
| Author of idea | Alexandr Shtefanets |
| Product | Charity project Who cares!? |
| Description | Every year about 10,000 Russian women die as the result of domestic violence by men. Mostly due to outbreaks of male aggression. And we aimed to find out how hard it is to ruffle a man. 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. We have clearly seen that men's aggression can be evoked by a mere trifle. And if a man can behave like that in a public place, he is capable of anything behind his closed doors. |
| Advertiser | Charity project Who cares!? |
| Team members | Producer - Alexey Nikolaev Engineer - Alexander Katin ? Production - ZebraHero ? Director - Andrey Paukov ? Motion design - Maxim Malakhov Operator - Oleg Horoshavin ? Photographer - Yana Yartseva ? Model-Ulyana Bekauri |
