To support the launch of the 2012 Honda Civic, Wieden + Kennedy London has created a new HTML5 game that pushes the boundaries of browser based gaming.

Using physics principles and played in Chrome, Firefox or Safari, The Experiment 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.

W+K collaborated with B-Reel on the project, the production company behind the ground-breaking Wilderness Downtown launch for Arcade Fire.
The game is one of three interactive experiences Wieden + Kennedy London are creating to support ‘The Great Unknown’ pan-European marketing campaign. Each experience relays part of the journey the Honda engineers undertook- how they got to the final design of the Civic and the lessons learned along the way.

The first phase broke online with the launch of a destination hub on YouTube www.youtube.com/hondacivicUK. This phase introduced the campaign idea and was car-specific: the content relates to the various improvements and enhancements of the Civic.

-Background-

Honda Motor Europe unveiled its new Civic at The Frankfurt Motor Show on 13th September 2011.
The ninth generation Civic hatchback will be released for sale in 2012.  It will offer stand-out looks combined with class-leading space, and will continue to deliver peace of mind with low running costs, through Honda’s famed and unparalleled reliability. Quality and comfort levels have improved dramatically over the outgoing model. It has also been designed exclusively for Europe’s roads.

The unveiling of the new Civic is Honda’s next step in their long-standing commitment to being a company that society wants to exist.  Their aim is to be a business that does not cause any harm to the environment: their ultimate goal is for all their engineering to cause zero emissions.  The new Civic is just one of the brand’s many ‘roads’ towards this goal.

Play the game at www.experimentgame.com

Or find out more about it at http://hondaexperiment.posterous.com/

After months of wrestling with thousands of post-it notes and arguing over exactly what a blow-torch might do to a chicken, 'The Experiment' is live and kicking.

Created by Wieden + Kennedy London with the help of B-Reel, 'The Experiment' is a physics-based game played in Chrome, Safari and Firefox that challenges you to place pop-up boxes in sequence. Each video window contains an object that interacts with those around it to create hundreds of possibilities and combinations. After six levels of solving chain reactions you get the chance to create your own and challenge your friends.

Have a go. Experiment. Get it wrong. Set fire to something and share it around.

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The game is one of three interactive experiences Wieden + Kennedy London is creating to support the ‘venture into the unknown’ campaign for the new 2012 Civic launch.

The campaign centres around the notion that if people never venture into the unknown, they’ll never get anywhere new. In other words, pushing the boundaries of what you know is the only way you’ll ever discover anything truly unique and innovative. Each experience teaches consumers a different aspect of ‘the unknown’ and is accompanied by a series of documentaries and films with Honda engineers.
The Experiment is now fully live, with the third and final experience due for release on 7th December.
Play the game at: http://experimentgame.com/ or find out more about it at: http://hondaexperiment.posterous.com/