Many drivers in Russia don’t make insurance because they believe nothing wrong will happen if they drive carefully. But they forget that accidents depend on external factors, like the weather and other drivers’ behaviors for instance.

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To convince skeptical drivers that accidents are beyond our control, we created a 24/7 digital experiment called Car vs Piano. Inside a garage in Moscow, we placed a Grand Piano above a brand new car. The Piano was hanged by 9 ropes. Twice a day, random external factors would determine if we would cut one of the ropes or not. For instance, if the oil prices dropped that day, we would cut a rope. If not, it would remain intact. Another rope was supposed to be cut if the Chelsea won the Champions League game against Barcelona, that took place that day. During a week, we had totally random factors that would determine if the car would remain intact by the end of the experiment.