It seems bizarre to compare a woman with a machine. Until you see the behavior of some men.
That is what has been done in this campaign from Moscow for social organisation Who cares?!.
A Helpless Machine makes use of a faulty vending machine with a female persona that tests a man’s propensity for aggression. The machine has been set up with a series of vibration and display sensors. Hitting the machine will eventually relieve the stuck snacks that he has purchased, but it makes the woman on the screen very scared.
Alexander Stefanets, project creator at agency Hungry Boys: “We want to draw attention to a problem that is hidden behind closed doors. We want to show how easy it is to ruffle a man’s feathers. If he permits himself to become aggressive in public because of some ‘trifles’ we can only begin to imagine what might happen within his own home. The Helpless Machine is an effective and hard-hitting way of getting this message across not only in Russian but across the globe.”
Producer: Alexey Nikolaev
Agency: Hungry Boys
Creative Director: Vlad Sitnikov
Copywriter / creator: Alexander Stefanets
Production: Zebra Hero
Director: Andrey Paukov
Motion Designer: Maxim Malakhov
Operator: Oleg Horoshavin
Photographer: Yana Yartseva
Model: Ulyana Bekauri
Russia - Vending machine