Mercedes-Benz EQ

In Austin, we wanted to create something unique that made electricity tangible. We approached “OK Go” frontman Damian Kulash on behalf of Mercedes-Benz to collaborate on a work of art that would allow festival-goers to experience electricity in a very different way: The SIT.

The Stress Inversion Transformer

“SIT” stands for “Stress Inversion Transformer.” The idea behind it: We all experience stress. But how can you give your stress an outlet and transform it into electricity?

Inside the SIT, visitors were able to get rid of stress like so:

Enter the soundproof box, jump, stomp, scream, and then check how much actual energy your stress output generated.

Does it help? For sure!

Everyone who stepped out of the SIT had a big grin on their face.

And not only that, we introduced the EQ brand to SXSW in a playful way, without any in-your-face marketing.

Of course, the SIT is not a one-time thing – it will keep traveling to future festivals so that more and more people can participate in the energy exchange.