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To support the launch of the 2012 Honda Civic, Wieden & Kennedy London has created a new HTML5 game.

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.