Amsterdam Ad Blog

The smallest Rube Goldberg machine

April 24, 2012, AAB


Dutch directing duo HeyHeyHey (aka Elske van der Putten and Erik Sjouerman), who recently joined the directors roster of PostPanic, created the world’s smallest ever Rube Goldberg machine, dubbed Melvin the Mini Machine. We find it extremely cute. The idea of the stamp at the end is that the installation is designed to travel the world; each time a ‘run’ is completed a postcard is stamped, ready to send. The two suitcases are at the moment exhibited at the prestigious Salone Internazionale del Mobile. HeyHeyHey also created a much bigger Rube Goldberg machine last year for the Dutch Design Week. That one impressed us a little less, since we couldn’t stop comparing it to the amazing video clip ‘This Too Shall Pass’ by OK Go from 2010. In any case, it’s always good to see ‘agencies’ creating their own work – not being bothered by clients who want the logo bigger.

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