The 'Electric Pee' Campaign Transformed Urine into Music
Alexander Lam — June 2, 2013 — Marketing
References: jwt & adsoftheworld
In order to reduce public urination, Brazilian ad agency JWT developed a "carnival music truck powered by pee" called 'Electric Pee.'
The campaign was created for non-profit organization AfroReggae with the intention of encourage party-goers to pee in the correct place. Urinals with generators were installed in order to collect energy from the act of releasing urine. That energy was then used to power a music truck. The more people that peed in the correct place, the more music.
The urinals worked like a hydroelectric powerplant. The stream of urine was used to rotate a dynamo which generated electricity. For three days, electricity was collected in order to power the music truck. The resulting power provided music for over 200,000 people.
The campaign was created for non-profit organization AfroReggae with the intention of encourage party-goers to pee in the correct place. Urinals with generators were installed in order to collect energy from the act of releasing urine. That energy was then used to power a music truck. The more people that peed in the correct place, the more music.
The urinals worked like a hydroelectric powerplant. The stream of urine was used to rotate a dynamo which generated electricity. For three days, electricity was collected in order to power the music truck. The resulting power provided music for over 200,000 people.
Trend Themes
1. Hydroelectric Pee - The use of urine to generate electricity presents possibilities for sustainable power sources.
2. Interactive Advertising - Interactive advertising campaigns that engage people through unconventional means can increase brand awareness and social impact.
3. Socially Responsible Marketing - Marketing campaigns that promote social responsibility and positive behavior change can align a brand with a larger cause and inspire consumer loyalty.
Industry Implications
1. Renewable Energy - The renewable energy industry can explore urine as a power source and develop innovative ways to transform waste into energy.
2. Marketing and Advertising - Marketing and advertising agencies can harness unconventional and interactive campaigns to increase brand awareness and drive social impact.
3. Non-profit Organizations - Non-profit organizations can partner with brands to create socially responsible marketing campaigns that promote their cause and drive positive behavior change.
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