More than 15 million batteries are discarded in Moscow and other large Russian cities annually, which contributes greatly to the country's pollution. For this reason, Volkswagen and DDB Russia sought to promote recycling, targeting deal-seeking young people with this unique vending machine.
Together they created the Think Machine, which only accepts "eco-currency" (old batteries in this case). They placed it in popular places like Moscow's Flacon design center and stocked it with eco t-shirts, water bottles and stress balls that people could purchase by feeding it six, four or two batteries, respectively. The agency reports 8,000 batteries were collected by one machine in its first month -- eight times the amount a standard Russian collection point usually gathers in the same time.