Winters in Montreal, Canada, are harsh, cold and frosty. As most of Canadians might agree, travelling in the cold can be really hard, especially when you have to wait for your ride at open bus stops. Even a few minutes spent outdoors can become unbearable. Keeping this in mind, Duracell came up with a campaign idea. They decided to make the commuter’s wait easier by installing heaters at a few special bus stops. However, these heaters could only be activated once a human chain was formed through physical touch. Each person at both ends of the chain, had to place their hands on the sides of the bus stop to complete the circuit. As a result, more and more people came in, shared warmth by holding hands, and in the end the winters became much more bearable.