Honda Civic: The Experiment by B-Reel, Wieden + Kennedy London for Honda

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Honda Civic: The Experiment

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Industry Cars
Media Digital, Interactive & Mobile
Market United Kingdom
Agency B-Reel
Agency Wieden + Kennedy London
Executive Creative Director Kim Papworth, Tony Davidson
Creative Director Sam Heath, Chris Groom
Creative Lisa Jelliffe, Kirsten Rutherford
Designer Chris Welsby
Released November 2011

Credits & Description

If we never venture into the unknown, how do we get anywhere new? Experiment. Try different things to see what works. That's how the Honda engineers found the right combination for the new Civic's rear suspension. The Experiment is a new HTML5 game - created by Wieden + Kennedy London and B-Reel - that pushes the boundaries of browser based gaming. Based in physics and played in Chrome, Firefox or Safari, the game challenges players to create a chain reaction by placing a set of pop-up windows in sequence. Each video window contains an object that interacts with those around it to create hundreds of possibilities and combinations. At the end of six levels users get the opportunity to create their own chains then challenge their friends.

Category: Automotive
Client: Honda
Agency: Wieden + Kennedy London
Production: B-Reel
Country: United Kingdom
Executive Creative Director: Tony Davidson and Kim Papworth
Creative Director: Chris Groom and Sam Heath
Creative: Kirsten Rutherford and Lisa Jelliffe
Agency Producer: Dominic Tunon
Interactive Creative Directors: Gavin Gordon-Rogers, Andy Cameron
Designer: Chris Welsby
Creative Technologist: Mike Tucker
Executive Creative Directors: Tony Davidson, Kim Papworth
Account Team: Vicki Sales, Paulo Salomao, Joe Thomson
Project Manager: Marc DâAbreo
Community Manager: Matt Simpson
Planner: Kevin Chesters

Music: Human

European Communications Manager, Honda Motor Europe: Ellie Tory
Head of European Marketing, Honda Motor Europe: Ian Armstrong

Bertrand Carrara- B-Reel Art Director
Mattias Ekendahl- B-Reel Lead Developer
Riccardo Giraldi- B-Reel Creative Director
Sarah Barclay- B-Reel Producer