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The Gnome Experiment

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2013

Kern & Sohn wanted to become famous for precision scales throughout the world’s schools and laboratories. So it carried out a global experiment to prove a little-known phenomenon: gravity varies slightly wherever you go. Kern & Sohn mapped these fluctuations by circulating a gnome and set of scales among scientists around the world. Participants simply recorded the gnome’s weight then sent him on his way. The story reached over 355 million people in 152 countries. There was a TED talk about the gnome’s adventure. The experiment is even part of the teaching curriculum in several countries.

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