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Fan the Flame

Agency Network: 
Published/Aired: 
January 2012
Mini Ambient Ad -  Fan the Flame

Description

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.

Online Project Manager: Tine Anthoon

Flash Development: Ken Kool, Diederik Vanderemoortele

Ambient advertisement created by Agency.com, United States for Mini, within the category: Automotive.

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
Digital project Coordination: Jan Bikkembergs, Stijn Dupas
Online Strategic Planner: Rindert Dalstra
HTML / PHP Development: Geert Broeders
Motion Graphics: Annelies Eskens
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iambusy's picture

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

iambusy
Activity Score 2219
Copywriter |

busy.

GertSimpson's picture

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)

GertSimpson
Activity Score 13
Creative Director at TBWA Brussels
ishiboy's picture

Interesting idea.

ishiboy
Activity Score 497
Creative Director at Mumbai, India
Trichinosis's picture

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

Trichinosis
Activity Score 204
Hadrons's picture

Nice gimmick.

Hadrons
Activity Score 6041

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

skeMaMen's picture

This rope will never break...

skeMaMen
Activity Score 428
Graphic & Prepress designer |

>>> Designed to be signed...

GertSimpson's picture

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
Activity Score 13
Creative Director at TBWA Brussels
GertSimpson's picture

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).

GertSimpson
Activity Score 13
Creative Director at TBWA Brussels
Haber's picture

Awesome.

Haber
Activity Score 64
MicheleVirgilio's picture

Good idea

MicheleVirgilio
Activity Score 2617
kleenex's picture

cool.

kleenex
Activity Score 52690
Web Designer/Developer
zerocool's picture

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

IM me for marriage.

zerocool
Activity Score 455
claire.branighan's picture

Cool

claire.branighan
Activity Score 45
slid3r's picture

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
Activity Score 35
Copywriter at borodaproject.com
slid3r's picture

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
Activity Score 35
Copywriter at borodaproject.com
GertSimpson's picture

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
Activity Score 13
Creative Director at TBWA Brussels
GertSimpson's picture

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...

GertSimpson
Activity Score 13
Creative Director at TBWA Brussels
JanDeCoster's picture

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/

JanDeCoster
Activity Score 2
Producer/Director
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