Ice block expedition of 1959
The ice block expedition of 1959 () 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". 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. Background and preparations In the autumn of 1958, Radio Luxembourg launched a challenge to transport three tons of ice from the Arctic Circle to the Equator. The radio station would award 100,000 francs for each kilogram (at the time, US$202.55 per kilogram; $1,487.19 or €1,120.19 per kg in 2009 currency) that remained at the destination; the only condition was that no form of refrigeration should be used. Managing director Birger Natvik at the Norwegian insulation material company Glassvatt (today Glava AS) saw the announcement and suggested that the company take on the challenge. He estimated that by isolating the ice with glass wool ("glassvatt" in Norwegian) made from glass fibre, the driver could make several million francs. Once Radio Luxembourg realised the potential loss, they retracted the offer. By this point, however, the planned expedition had received so much attention that Glassvatt decided to go through with it anyway. Among the other sponsors were Shell, who provided the fuel, and Scania, who provided the truck. Altogether, sponsors from eight countries financed the expedition, including Glassvatt's French mother company, the Saint-Gobain corporation. The French sponsors wanted a French truck to be used, but the Norwegians insisted on a Scandinavian one. The latter position won through, and a Scania-Vabis was selected for the task. The expedition's leader later admitted that a French truck probably would have been more suitable for driving in the desert. On 22 February 1959, at 9:15 am, the expedition left Mo i Rana. Responsibility for the expedition was given to Sivert Klevan, an engineer with a good instinct for public relations. The ice was to be