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Ice block expedition of 1959
The ice block expedition of 1959 ((ノルウェー語:isblokkekspedisjonen)) was a publicity stunt carried out by the Norwegian insulation material producer Glassvatt (today called Glava AS). 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 great 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 no more than 11% of its original weight. The expedition was an enormous success, judged both by the end result and by the media attention generated for the company, and has been 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 fibreglass, 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 procured from the glacier Svartisen, and a glaciologist was brought along to give advice. It soon became clear that the entire three-ton block could not be brought out in one go. Instead, 200 kg blocks were cut out with a chainsaw, carried away on a sled, and flown by helicopter down to the town centre.〔 There they were melted together to make a block of ice weighing 3,050 kg. The block was placed in a specially constructed iron container, which was insulated with wood and glass wool. The container was placed on top of a truck that would carry it all the way to the Equator, accompanied by a van carrying equipment and a sedan with a film crew.〔
抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』
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