HEMA attracted widespread attention for their new site by means of a virtual ‘Rube Goldberg machine’. Visitors were able to examine the large product range of HEMA in a very entertaining way.
Instead of supplying the requested viral, CCCP succeeded in making the website itself ‘viral’. The viewer is shown something that according to the conventions of web pages is ‘not done’. The medium itself is turning upside down. Extremely effective. The makers themselves call it a Rube Goldberg machine, but this is in fact literally ‘Der Lauf der Dinge’ by Fishli and Weiss. Even so, well made; with our highest possible appreciation for the scripting, a technical masterpiece!