Walls needed to communicate their global brand positioning: “Share Happy”, and bring it to life, in a simple way, with ice cream at the heart. Our result was to create the world’s first smile activated ice cream vending machine. The first challenge was to get passersby to notice the machine. We developed an entertaining ‘attractor screen’ that superimposes consumers’ faces onto the heads of illustrated characters. Then, we ask them to smile for a free ice cream. Using facial recognition the ‘smile-o-meter’ measures their smile, a picture is taken, uploaded to Facebook and a free ice cream is dispensed!