Benefits - Insurance & Risk Management Company wanted to enter the retail market and attract a premium segment. The creative campaign was based on a powerful Georgian insight – “if something breaks, it’s for the best” – and created an exhibition where 3,500 art objects were displayed with negative emotions, all of them created to be destroyed. For 2 hours, visitors were transformed from passive spectators to performers and smashed Fear, Doubts, Illness, Separation, Anger and Heartbreak.