I produced this PSA stunt for agency Goodby Silverstein & Partners and Tipping Point, a poverty relief organization, charging customers at a grocery store in the Nob Hill neighborhood of San Francisco five times the normal price for their items and capturing their reactions.

The customers, unsurprisingly, didn’t take kindly to the price hike, which our cashier attributes to a “Poverty Line Prices” special at the store. Near the end of the video, we explain the reason for the wonky math: “For Bay Area families living on $24,300 or less, this is what every day feels like, in every store,” since they earn five times less than average.