New Yorkers are stereotypically known for being mad AF. If you were Thursday November 21, you were in luck if you happened to be in Times Square. It was here you could punch, kick, yell and do all kinds of other pissed off things to the new Angry Birds Venting Machine.
The machine, concocted by Droga5 New York and Rovio Entertainment, was designed to celebrate the 10th anniversary of Terrence, Matilda, Bomb and Earl the Pig.
The campaign took place in Times Square in NYC from Thursday, 11th to the 21st from 12-8pm.
Showing potential Rocky Balboas how to #BringTheAnger and convert their rage into rewards were WWE Superstar The Big Show, who demonstrated the unique properties of the padded Venting Machine.
Also joining were be popular YouTube creators such as Deestroying, Team Edge and Lexi Hensler, part of a team of over 25 influencers – including Mr Beast – helping to spread the campaign’s message about using anger to affect positive change in the world.
And there’s video!
The video, directed by Second Child’s Jake Honig, starts with “We’re angry. You’re angry. Everybody’s angry,” a sentiment that seems to sum up the past decade with chilling insight. Unfortunately, you and I can’t ride the Rage Rider.
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Accepting anger as its payment method, the Angry Birds Venting Machine” offered special prizes for anyone willing to give it a good bash, shout or shake.
In addition, Rovio – through its Angry Birds 2 mobile game – has teamed up with one of its existing partners, UNICEF Finland, for a #BringTheAnger in-game event encouraging players to pop as many pigs as they can throughout November to promote good around the world.
The event will culminate in a $100k donation to UNICEF’s Education in Emergencies fund, which supports education for children in conflict zones and other emergencies across the globe.
Players do not need to donate any money in game to participate — they just need to play! The campaign’s supporting influencers have also been driving their fans to support the event.
Talk about Rage Against the Machine.
CREDITS:
CLIENT: Rovio Entertainment
CHIEF MARKETING OFFICER: Ville Heijari
MARKETING DIRECTOR: Stephen Porter
MARKETING DIRECTOR: Kai Torstilla
HEAD OF COMMUNICATIONS & PR: Jon Howard
MARKETING MANAGER, SOCIAL MEDIA: Juan Gaona Leon
MARKETING MANAGER: Aino Greis
AGENCY: Droga5 NY
CREATIVE CHAIRMAN: David Droga
GLOBAL CHIEF CREATIVE OFFICER: Neil Heymann
GROUP CREATIVE DIRECTOR: Andrew Fergusson
CREATIVE DIRECTOR: Oriel Davis-Lyons
CREATIVE DIRECTOR: Gustavo Dorrieto
ASSOCIATE CREATIVE DIRECTOR: Michael Kleinman
ASSOCIATE CREATIVE DIRECTOR: Leilanni Todd
SENIOR COPYWRITER: Daniel Litzow
SENIOR ART DIRECTOR: Vignesh Seshadri
CREATIVE TECHNOLOGY DIRECTOR: Brian Moore
ASSOCIATE DESIGN DIRECTOR: Dan Pulito
DESIGNER: Justin Au
JUNIOR DESIGNER: Kenisha Rullan
UX DIRECTOR: Craig Wong
CHIEF CREATION OFFICER: Sally-Ann Dale
CO-DIRECTOR OF INTERACTIVE PRODUCTION: Justin Durazzo
DIRECTOR OF FILM PRODUCTION: Jesse Brihn
EXECUTIVE PRODUCER, EXPERIENTIAL: Bo Djogo
PRODUCER, INTERACTIVE: Aaron Matys
PRODUCER, FILM: Mateus DeFaria
PRODUCER, FILM: Carlos Valdivia
ASSOCIATE PRODUCER, INTERACTIVE: Michelle Levitch
PRODUCER, PRINT: Abraham Nowels
DIRECTOR OF BUSINESS AFFAIRS: Dan Simonetti
SENIOR BUSINESS AFFAIRS MANAGER: Shaunda Slade
GLOBAL CHIEF STRATEGY OFFICER: Jonny Bauer
HEAD OF STRATEGY: Harry Román-Torres
GROUP STRATEGY DIRECTOR: Deepa Sen
HEAD OF COMMUNICATIONS STRATEGY: Dean Challis
GROUP COMMUNICATIONS STRATEGY DIRECTOR: Ben Nilsen
COMMUNICATIONS STRATEGY DIRECTOR: Kathryn Ruocco
JUNIOR COMMUNICATIONS STRATEGIST: Soheyla Escher
SENIOR DATA STRATEGIST: Daria Koren
ACCOUNT DIRECTOR: Cris Scardino
ASSOCIATE ACCOUNT MANAGER: Sydney Golden
SENIOR PROJECT MANAGER: Lara Yegenoglu
PRODUCTION COMPANY: Second Child
DIRECTOR: Jake Honig
DOP: Conor Murphy
MANAGING DIRECTOR: Scott Chinn
PRODUCER: Chelsea Greenwood
PHOTOGRAPHER: Paul Mcgeiver
POST PRODUCTION: Second Child
SENIOR EDITOR: Matt Badger
SENIOR POST PRODUCER: Sara Mills
DESIGN DIRECTOR: Pravin Chottera
SOUND DESIGNER & AUDIO ENGINEER: Jesse Peterson
MUSIC: APM Music, Marmoset
INTERACTIVE PRODUCTION COMPANY: 10x Beta
CREATIVE TECHNOLOGIST: Owen Trueblood
DIRECTOR OF DESIGN: Colin Kelly
MECHANICAL ENGINEER: Liad Yamin
DIRECTOR OF ENGINEERING: Michael Circosta
INDUSTRIAL DESIGNER: Geoff LaCorte
CEO: Marcel Botha
PEOPLE OPERATIONS MANAGER: Ashley Hofkens
ACTIVATION PRODUCTION COMPANY: Hunters Points
EXEC PRODUCER: Kelly Markus (KCM)
ACCT SUPERVISOR: Sherry Riad
SR PRODUCER: Josh Tjaden
SR PROD COORDINATOR: Randa Eid
SR ENVIRONMENTAL DESIGNER: DJ Corney
TECH SUPERVISOR: Jon Bingham
SOURCE: Rovio Entertainment
