'The Tool for Armchair Activists' is a bespoke mobile telecommunications device that receives SMS messages, converts them into digital speech and announces them via the inbuilt megaphone. The device was developed by MTV and Troika to run as a local subversive 'anti-campaign' alongside a traditional MTV Europe Music Awards media campaign. The device was erected in the city's main square, where part of the EMAs took place – the ideal backdrop to the 'anti-campaign'. Users were encouraged to express their opinions about the awards and whatever else they fancied. The messages were often funny, irreverent and witty – perfectly in line with MTV's brand values. The installation generated significant press coverage and word-of-mouth publicity in the weeks preceding the awards.
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