CHALLENGE:Pergo’s new floor is twice as durable as ordinary laminate flooring, as proven by a super-boring industrial test. The Agency was tasked with making the results of this test interesting to the public.

SOLUTION:We searched the country for floor-torturing acts, then constructed a 40’ x 30’ floor installation – part stage, part living room – right in the middle of Venice Beach, California. Thousands watched as wrestlers in high heels, steel wool breakdancers and a 9,000 pound elephant "magician" tried to destroy the floor in a very odd, very public product demonstration.

We started with a fairly straightforward online contest to win a new Pergo floor. However, there was one catch. The winner had to agree to let us film a product demonstration on the new floor. We didn’t tell the woman who won we’d be staging a full-scale BattleBot war on her brand new floor – featuring high school robotics students who we worked with to create floor-destroying robots shooting flames, spinning kitchen blades and shooting rocket-propelled pool balls.

Images of the event launched a bigger Facebook contest to win Pergo floors, gaining over 12m video views and quickly spreading across 'mum' and design blogs. And the BattleBots tie-in continues – Pergo is in discussions to be the floor partner of the new Mark Burnett BattleBots show coming to Fox in the Autumn.