Honda 'The Experiment' by Wieden & Kennedy London

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 to challenge their friends.The destination hub is on YouTube.

W&K collaborated with B-Reel, the production company behind the groundbreaking Wilderness Downtown launch for Arcade Fire, on the project. It was created by Lisa Jelliffe and Kirsten Rutherford.

This article was first published on Campaign Work