Production: B-Reel & B-Reel Films London
Agency: Wieden + Kennedy

The Experiment is an innovative physics-based game using pop-up windows as you have never experienced before. In line with Honda’s spirit for experimenting, you are invited to drag the windows around the screen and create surprising chain reactions.
From setting things to fire to creating double rainbows. There are thousands of fun combinations to try out!

Now it is your turn to experiment:
experimentgame.com

 

We teamed up with W+K London to create The Experiment: an innovative browser experience using popups in an unconventional way. Following Honda’s approach to experimenting, this production has been a lot of fun and a lot of hard work too! We started with a lot of ideas and post-it and ended up in a very nice place. Big thanks goes to the guys at W&K and the B-Reel team for the very hard work everyone put into this.
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.

We created six levels that players can practice with and hid 21 “golden cogs” that can be found only by really experimenting.
Players can also try the many levels created by other users as well as create and share their own custom chains.

In a three days shoot in London we made bubbles, rainbows, crashed windscreens and set things on fire. But the star of the shoot was definitely the trained chicken which made a remarkable performance. At the end more than 230 clips have been captured and used in the online experience.

The Experiment is powered by a custom built Javascript engine that manages all the physics, animations and interface elements. Despite the many technical challenges this gave us the flexibility to created an experience that engages people in an unexpected way and slightly changes their perception of what pop-up windows could be.

The entire production has been an experiment itself, constantly working on the edge of what is possible to push the ideas to the limits.

 

 

 

We had a lot of fun in a three days shoot in London. We set things on fire, made bubbles and rainbows!
Definitely the most fun shoot I have done so far.

 

 

 

UPDATE: The Experiment is Site of The Day on theFWA 

 

 

UPDATE 2: Actually.. it is Site of the Month!!