THE EXPERIMENT GAME by Wieden + Kennedy London for Honda

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THE EXPERIMENT GAME

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Industry Cars
Media Print, Magazine & Newspaper
Market United Kingdom
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
Producer Dom Tunon
Released June 2012

Awards

Cannes Lions 2012
Cyber Lions Games Bronze

Credits & Description

Type of entry: Other Interactive Digital Solutions
Category: Games
Advertiser: HONDA
Product/Service: CIVIC
Agency: WIEDEN+KENNEDY London, UNITED KINGDOM
Advertiser HONDA
Product CIVIC
Entrant WIEDEN+KENNEDY London, UNITED KINGDOM
Type of Entry: Other Interactive Digital Solutions
Category: Games
Title: THE EXPERIMENT GAME
Advertiser/Client: HONDA
Product/Service: CIVIC
Entrant Company: WIEDEN+KENNEDY London, UNITED KINGDOM
DM/Advertising Agency: WIEDEN+KENNEDY London, UNITED KINGDOM

Executive Creative Director: Tony Davidson (Wieden+Kennedy)
Executive Creative Director: Kim Papworth (Wieden+Kennedy)
Creative Director: Chris Groom (Wieden+Kennedy)
Creative Director: Sam Heath (Wieden+Kennedy)
Creative: Kirsten Rutherford (Wieden+Kennedy)
Creative: Lisa Jelliffe (Wieden+Kennedy)
Interactive Creative Director: Gavin Gordon-Rogers And Andy Cameron (Wieden+Kennedy)
Designer: Chris Welsby (Wieden+Kennedy)
Creative Technologist: Mike Tucker (Wieden+Kennedy)
Group Account Director: Vicki Sales (Wieden+Kennedy)
Account Director: Paulo Salomao (Wieden+Kennedy)
Account Manager: Joe Thomson (Wieden+Kennedy)
Project Manager: Mark D'abreo (Wieden+Kennedy)
Community Manager: Matt Simpson (Wieden+Kennedy)
Planner: Kevin Chesters (Wieden+Kennedy)
Producer: Dom Tunon (Wieden+Kennedy)
Production Company: B-Reel (B-Reel)
European Communications Manager: Ellie Tory (Honda Motor Europe)
Head Of European Marketing: Ian Armstrong (Honda Motor Europe)
Music: Human ()

Brief Explanation
If we never venture into the unknown, how do we get anywhere new? Experiment. Try different things to see what works. That's how Honda engineers found the right combination for the new Civic's suspension.
Created in HTML5, the Experiment pushes the boundaries of browser based gaming. Based in physics and played in Chrome, Firefox or Safari, the game challenges players to create chain reactions by placing pop-up windows in sequence. Each video window contains an object that interacts with those around it to create hundreds of combinations. Users then get the opportunity to create their own chains and challenge friends.