Leading up to the season of chocolate eggs this year, animal welfare company NOAH in conjunction with advertising agency Publicis Frankfurt stocked a very different type of vending machine all in the name of animal rights.
Hoping to highlight the exceedingly uncomfortable living conditions of battery-caged hens, the German equivalent to PETA created the Egg Machine and positioned it at the Frankfurt city centre. Stocked with live chickens users who interacted with the machine did not receive a chicken, or even an egg, instead the vendor distributed coins which detailed the four different farming systems of hens and eggs.
Urging buyers to ‘check the egg,’ the project preached the importance of eggs marked with a ‘0′ (Ökohaltung) and ’1′ (free range) which are sourced from welfare-friendly farms. Eggs carrying a ’2′ (bottom position) and ’3′ (cage) originate from poor farming practices with many hens living in cramped, sun-deprived cages.