Nov 24, 2011

The Honda Experiment

Posted by Eliza Williams, 23 November 2011, 10:35

Wieden + Kennedy London's latest campaign for Honda, titled The Experiment, is an online game that asks players to create a chain reaction on screen by placing a set of pop-up windows in the correct sequence...
The campaign is reminiscent of the Honda Cog ad from 2003, where a series of car parts were used to create a giant Rube Goldberg-esque chain reaction, to emphasise the complex engineering inside the Honda Accord. Here, the audience become the engineers, and are encouraged to experiment with moving the pop-ups around the screen until the correct chain is achieved. The film below shows how it works:

There are six levels to the game, and when these are completed, players get the opportunity to create their own chains to challenge their friends with. The game is best played using either Google Chrome, Firefox or Safari browsers, and was created in collaboration with B-Reel, the production company behind the Wilderness Downtown site for Arcade Fire, which also had fun with pop-ups.

Play the game at, or find out more about it on the Honda bloghere. And if you want to find out more about how the campaign was made, simply watch the making-of film below:

Agency: Wieden + Kennedy London
Creatives: Lisa Jelliffe, Kirsten Rutherford
Producer: Dominic Tunon
Creative directors: Chris Groom, Sam Heath
Interactive creative directors: Gavin Gordon-Rogers, Andy Cameron
Designer: Chris Welsby
Creative technologist: Mike Tucker
Executive creative directors: Tony Davidson, Kim Papworth
Production company- B-Reel
Music: human

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