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FMBX News
Posted: Oct 30, 2010
Flourish in toast tribute for Wildfire
Brand experience agency Flourish has been appointed to activate the HTC Wildfire Experience, a unique pan-European competition designed to bring the social networking features of the Wildfire smartphone to life.
HTC asked visitors to their Facebook page what they would do if they could gather all of their virtual Facebook friends together in one place. Working with HTC’s strategic creative consultancy Fearlessly Frank and production company Nerd, Flourish will deliver an event in a different European city each weekend until the end of November at which the winners will get to live out their personal dream.
History was made in Warrington, Cheshire as Laura Hadland from Cambridge was selected to make her wish happen – creating the world’s largest toast mosaic birthday card in honour of her mother-in-law Sandra.
Laura and 40 of her Facebook friends came together to create and assemble the 128.05 square metre card into Sandra’s likeness with 9,852 slices of toast in three different shades.
The mosaic is officially a Guinness World Record, confirmed as the world’s biggest at 17:30pm by Guinness World Records adjudicator Claire Burgess and beating the previous record set earlier this year in Eindhoven, the Netherlands.
Laura said: “I’m thrilled that my best mates in real and in virtual life were able to come together and make our mark on history, while celebrating Sandra’s birthday at the same time – it’s a birthday card like no other. As a museum curator, I spend lots of time with Roman mosaics so it was great fun to make a modern one out of my favourite food. Big thanks to HTC Wildfire for making this happen – as well as making history, I was able to connect with lots of old friends and meet some virtual ones in the flesh for the first time.”
The toast for the mosaic was provided by KRO Catering and Events of Manchester and all leftover toast and bread was donated to the Salvation Army. Next weekend the HTC Wildfire Experience moves onto Paris to witness a life-size version of the classic arcade game Pong.
Flourish creative director Guy Tremlett said: “We’re delighted to have played a part in helping to smash the World Record, and are looking forward to the rest of the events across Europe.”
Florian Seiche, President, HTC EMEA, said: “At HTC we believe the best things in life are experienced, not explained. Creating unique experiences for the HTC community was a natural way to bring that philosophy to life – and we managed to set a world record too. We’re pleased that Laura and her friends had such a great time – bringing friends together is what the HTC Wildfire is all about.”
