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The World’s First Carnival Float That Is Powered By Urine

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Sao Paulo-based advertising agency JWT has created a brilliantly innovative campaign for Brazilian NGO AfroReggae that solves the problem of public urination, by turning urine into music.

Carried out during Rio de Janeiro’s famous carnival, special urinals were set up in crowded parts of the city as mini hydro-electric plants—the flow of urine in the urinals was used to generate electricity, which was stored in batteries.

These batteries were then used to power AfroReggae’s music carnival truck—in this way, carnival-goers had a real incentive to “piss in the right place”, because the more they did so, the more music the party had.

Watch the video below to see how this ingenious idea was put into action.


[via I Believe In Advertising]
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