Mini: Fan the Flame

A MINI Countryman was placed on a slope of 15% hanging only on a thick rope. Under the rope a bunsen burner was placed. Once you have liked the Facebook page you can watch the live construction, which was build on the parking lot of the Brussels Motorshow and remote ignite the flame from the campaign website. If your flame is the one that burns the rope, you win the MINI countryman.

Advertising Agency: Agency.com\TBWA, Brussels, Belgium
Creative Director Online: Gert Pauwels
Creative Director: Hendrik Everaerts
Art Director: Lander Janssens
Copywriters: Paul Van Oevelen, Bout Holtof
Account team: Bénédicte Ernst, Hadoum Ghassab
Online Project Manager: Tine Anthoon
Digital project Coordination: Jan Bikkembergs, Stijn Dupas
Online Strategic Planner: Rindert Dalstra
Flash Development: Ken Kool, Diederik Vanderemoortele
HTML / PHP Development: Geert Broeders
Motion Graphics: Annelies Eskens

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18 comments

iambusy's picture
iambusy
2219 pencils

i like it somehow... but i question the feasibility, as in it wont take much time to burn that rope..

busy.

GertSimpson's picture
GertSimpson
13 pencils

We tested the rope beforhand. Intensively. it will take several 1000 burns to break (can't tell you more since the game is still on)

ishiboy's picture
ishiboy
497 pencils

Interesting idea.

Trichinosis's picture
Trichinosis
204 pencils

Like the idea. But what is the connection between mini and flame?

Hadrons's picture
Hadrons
5743 pencils

Nice gimmick.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

skeMaMen's picture
skeMaMen
426 pencils

This rope will never break...

>>> Designed to be signed...

GertSimpson's picture
GertSimpson
13 pencils

The rope will break, trust me. every 2000 fans the temperature of the flame goes up. Top temperature is 1200 degrees celcius, and that is enough to melt metal.
From the day after tomorrow I estimate (by the rise of number of fans) things will spice up.

GertSimpson's picture
GertSimpson
13 pencils

The rope will break, trust me. every 2000 fans the temperature of the flame goes up. Top temperature is 1200 degrees celcius, and that is enough to melt metal.
From the day after tomorrow I estimate (by the rise of number of fans) things will spice up.

The link between mini and a flame : a burning passion (for driving).

Haber's picture
Haber
64 pencils

Awesome.

MicheleVirgilio's picture
MicheleVirgilio
2617 pencils

Good idea

kleenex's picture
kleenex
25642 pencils

cool.

zerocool's picture
zerocool
455 pencils

Hadrons - you seem uptight. Let ZeroCool give you some lovin'

IM me for marriage.

claire.branighan's picture
claire.branighan
45 pencils

Cool

slid3r's picture
slid3r
35 pencils

GertSimpson, How is it calculated, how many time my fire will go on? Is it limited for every player? Can i use it only once or it can be refueled?

slid3r's picture
slid3r
35 pencils

GertSimpson, How is it calculated, how many time my fire will go on? Is it limited for every player? Can i use it only once or it can be refueled?

GertSimpson's picture
GertSimpson
13 pencils

Every player can "flame" as much as he or she wants. But you have to wait in a waiting line. Currently there are over 250 concurrent players at every point in tie throughout the day. So that's a long line (times 20 seconds per player). But you can cut the line by challenging people higher up the chain with trivia questions about mini.

GertSimpson's picture
GertSimpson
13 pencils

The case movie is on youtube now :

Initial Movie (27.000 views) :

http://www.youtube.com/watch?v=pluOo5n0-0E&context=C3fdc5bfADOEgsToPDs...

Case Movie with final results :

http://www.youtube.com/watch?v=rVlSPeWbAqQ&context=C3fdc5bfADOEgsToPDs...

JanDeCoster's picture
JanDeCoster
2 pencils

You can read more about the making-of of this project here:

http://jandecoster.wordpress.com/2012/03/12/mini-fan-the-flame-making-of/

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