The ice block expedition of 1959 (Norwegian: isblokkekspedisjonen) was a publicity stunt carried out by the Norwegian insulation material producer Glassvatt. Responding to a challenge from the radio station Radio Luxembourg, Glassvatt decided to equip a truck to bring a three-ton block of ice from Mo i Rana by the Arctic Circle, to Libreville by the Equator. There was no form of refrigeration applied, and the expedition was intended to display the efficiency of the insulating glass wool used. The truck also brought 300 kg of medicines to the hospital of Albert Schweitzer in Lambaréné.
The expedition then was followed by a worldwide press corps, and crowds of spectators gathered in various European cities along the route. Crossing the Sahara, where the truck repeatedly got stuck in the sand, proved both a dangerous and laborious task. Once the truck had made it through the desert, however, and reached its final destination, it was revealed that the ice block had lost only about 11% of its original weight. When the expedition reached its goal it generated much media attention for the company. It was called "the world's greatest publicity stunt".[1][2] To mark the 50th anniversary of the event in 2009, the company made the original documentary of the expedition available online. They also released a new interview with the expedition's leader Sivert Klevan, who was 84 years old at the time of the interview.
- ^ Folkestad, Knut (2009-02-18). "Fra Svartisen til Ekvator" (in Norwegian). Norwegian Broadcasting Corporation. Retrieved 2016-11-09.
- ^ Pedersen, Per Helge (2009-02-20). "Gjenskaper verdens beste reklameidé" (in Norwegian). Byggeindustrien. Retrieved 2016-11-09.