Quite recently Ice Bucket Challenge massive psychosis stormed social networks and left no one indifferent to it.
Seeking to point out that this move has not been fully understood and became a new entertainment among social networks users, photographers Tomas Januska and Edvardas Poska of DigiToast Productions decided to create photographic project “Impact”, which invites to take a closer look to the idea of Ice Bucket Challenge and its source.

It was Project authors’ idea to pour milk onto people during the photo shoots. This was specific allegory to icy water. Bunch of emotions can be identified over there – from surprise and astonishment to light apathy and discomfort. Both water and similar message act like a cold shower which forces to face and re-evaluate cruel reality where most of life scenarios fiddle around independently of individual’s wishes.

The photographic cycle invites to observe person’s consciousness from quite a different angle. It is ironic that usually refreshing water in this instance became a synonym to forgetfulness despite the fact that the move had left no one indifferent to it. It just shows that usually active internet society is not always socially engaged, but is guided by the principle of bread and games.

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