We chose a place which millions of Russians visit every day, and which is not usually associated with pleasant emotions - Moscow metro. And olympicized it a bit: set up a ticket machine which sold tickets not for 30 rubles, but for 30 squats. And anyone could use it.

We planned that the machine would be used by 300 people a day and the project would be broadly covered by Russian media.

Our campaign got enormous attention from almost all the Russians.

The machine was used by 475 people every day and many of them came from the other cities just do those squats. And more than 11,6k people used the machine during a month of its operation. They did 350 872 squats.

The campaign got a huge reaction all over the world. The story was covered in main Russian media, and was also featured in main international ones. The video about the project got more than 3 mln views on Youtube. 96,4% of rates were positive.