Gatorade

People like a reward after a hard workout, so we built a vending machine that could only be unlocked by a raised pulse.

The Challenge

In a city as big and jaded as Toronto, famously referred to as the “screw-faced capital” of the World, how do you get people to take notice and actually smile at a bottle of Gatorade? Good question. Which is why TBWA asked us to help turn that question into a successful installation, as part of an existing campaign for the sport drink.

Our Solution

People like a reward after a hard workout, so we built a vending machine that could only be unlocked by a raised pulse. The vending machine was outfitted with an optical heart monitor to measure the pulse of any passer by who touched their finger to a keypad. If their pulse hit 120, the fridge would dispense a free Gatorade. Just under 120, and it’d suggest on-the-spot exercises. Way under 120, and it’d tell them to push harder and come back later. Did the Gatorade sweat machine put a smile on Toronto’s face? Watch the video.