This Shocking Gun Safety Campaign Lets You Pull the Trigger

Publicis Russia teamed up with the Independent Enthusiasts for Gun Control to launch webrifle.org, an experiment created to see if Internet users would 'kill' people online. After a quick registration process, site visitors were given a number in line and, after queuing, could control a robotic rifle with the mouse or arrow keys and shoot by pressing the space button. Activists closed off a small city square for a day and brought in actors to make the experiment as real as possible. If anyone controlling the camera 'shot' an actor, the actor would be alerted, and reacted accordingly.

Publicis Russia used a motorised camera head which could be controlled on-site with a special script. To make it even more believable they used blood SFX attached to the actors' bodies that utilised a contrast tracking API.