The vending machine will move to different locations in Louisville. | Courtesy of Lemonade PR

Louisvillians may spot a strange vending machine with the words “DO SOMETHING” printed on the side in various locations around the city this month.

The vending machine, created by local creative and marketing agency Fieldtrip, is free to use and is stocked full of cards that ask people to do something, be it singing a tune out loud on the sidewalk or calling a friend they haven’t spoken to in a long time.

The “DoSomething machine” aims to push people out of their comfort zone, according to a news release from Fieldtrip.

“Fieldtrip was founded on the notion of curiosity, and it’s at the center of what we do. We truly believe that remarkable experiences are formed when you step outside and embrace unfamiliar ideas,” Jane Pfeiffer, the founder and president of Fieldtrip, said in the release.

“Our Do Something Machine challenges you to be brave enough to accept a mysterious prompt, knowing that the reward, while not tangible, will be great. We hope this machine produces an experience for Louisvillians that is amusing, unusual and noteworthy,” she continued.

The vending machine made its debut at the music and food festival Bourbon & Beyond, the second day of which was canceled due to heavy and persistent rains. The “Do Something” machine survived the mud, however, and can be spotted at different venues through Oct. 22.

Today, Oct. 1, the machine will be sitting at Gravely Brewing Co., 514 Baxter Ave. It will remain there until Oct. 8 when it shifts locations to Revelry Boutique Gallery, 742 E. Market St. The “Do Something” machine’s final destination is the University of Louisville’s Swain Student Activities Center, 2100 S. Floyd St., where it will reside from Oct. 15-22.

Those who take a card from the vending machine are encouraged to record themselves completing the task written out on the card and share it on social media with #DoSomethingMachine.

Fieldtrip has worked with clients, including Whayne Supply, Ale-8-One, Heine Brothers’ Coffee, Louisville Catholic Schools, the National Stem Cell Foundation and the Weber Group.

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Caitlin Bowling
Louisville native Caitlin Bowling has covered the local restaurant and retail scene since 2014. After graduating from the Ohio University’s E.W. Scripps School of Journalism, Caitlin got her start at a newspaper in the mountains of North Carolina where she won multiple state awards for her reporting. Since returning to Louisville, she’s written for Business First and Insider Louisville, winning awards for health and business reporting and becoming a go-to source for business news. In addition to restaurants and retail business, Caitlin covers real estate, economic development and tourism. Email Caitlin at [email protected]