We know you’ve been waiting for it, so here it is. LVHRD reached new highs on October 17th with the world’s debut of the Vending Machine Challenge, a competitive eating event in which two teams were charged with the task of eating the entire contents of a vending machine in the fastest time possible. More than 350 members made their way to the Pioneer Bar on the Bowery to watch designers, media reps, dancers, and advertisers duke it out for glutton glory!

For the first bout of the night, LVHRD staged an exhibition match between Studio Red at Rockwell Group (Team Red) and Counts Media of Yellow Arrow fame (Team Yellow). Perhaps the most ferocious event of the evening, the bout was full of big-time trash-talking, fist pumping, crowd insanity, and of course EATING. Yellow showed surprising speed, but Red proved that strategy was the real key — pulverizing the food items and mixing them with water led them to a hard-won, large-margin victory in a mere 30 minutes and 17 seconds.

The title match between the oldest ad agency in the world, J. Walter Thompson, and the ultimate underdogs, the New York City Ballet, was a true LVHRD spectacle. Two men from Team Blue (JWT) were taken out of play for vomiting, perhaps because Team Pink dancers were prancing and pirouetting around them as they ate. Despite the dancing, Team Blue's last man standing, Jason Campbell, finished his machine with tears in his eyes and food in his gut, stuffing the final Starburst into his mouth to a cheering crowd. After all the sickness and sacrifice, Team Pink (NYC Ballet) had lost by no more than a few half-eaten candy bars and a cookie.

All four teams — Red, Yellow, Blue, and Pink — gave an awe-inspiring performance, making the Vending Machine Challenge an incredible experience for all. LVHRD and thehappycorp extend their utmost gratitude to Studio Red at Rockwell Group, Counts Media, J. Walter Thompson, and the New York City Ballet for their bravery. Special thanks to event staff, Bob the Emergency Medical Technician, DJ Jedi, Aaarrr!!! Pirate Radio, Radio Announcer Adam Spangler, official blogger for Nike and the US Soccer Team, and the Global League of Competitive Consumption for sanctioning the event. Many more thanks to everyone who came out to support and witness these feats of consumption!