We built an interactive video screen that engaged people in the few minutes they waited for the subway. Kinetic sensors made on-screen digital art piece - expressionless face of a student - move when people pass by, capturing the attention of many passengers. The high five button, which triggered the face to transform into a smiling face, gave people a chance to easily take part in donating drums for students. These experience as a whole made social contribution easy and interesting, while engaging people to be a part of the brand’s CSR efforts.

Our campaign has been successful in having people participate in Serotonin Drum Club. For every 200 high fives, we decided to donate one traditional drum for students. For 5 months, more than 90,000 people participated with their high fives, which led to the donation of 450 drums to 50 middle schools nationwide. It was more meaningful that almost all of these donors were new participants to the CSR program. Our interactive screen has been introduced in various media and SNS channels as 'Messenger of Hope' that helped teenagers and spread warm emotions with a simple touch.