IMDA Icelandic Missile Defense Agency

The Icelandic Missile Defense Agency is an experiment in dialogue about defense and weapons in a modern democracy. Mindgroup raised a tent in the center of Reykjavík and promoted the foundation of the Icelandic Missile Defense Agency. The objective of IMDA is to cement an alliance with western organizations such as NATO, NMD and the United States of America in order to set up an missile defense system in Iceland. Mindgroup promoted the financial gains by setting up a missile defense system and how the founding of IMDA would be a logical step to signing to the "Coalition of the willing" and supporting the war in Iraq.
The public was invited to watch a promotional video for IMDA which we "borrowed" from the website of NMD ( The American National Missile Defense agency) and added the logo for IMDA and a slogan which was designed by Mindgroup. Mindgroup set up a "shooting gallery" where children and adults could test their aim and win a IMDA balloon and the children got a sticker saying "a gunner for peace". We also offered the public some brochures on IMDA and a chance to become a "Patriot" for the sum of 1000 Icelandic krones. In the tent we offered free coffee and there was a cake bazaar too raise funds for the missile defense agency. The Cake bazaar offered traditional Icelandic pastry with the starting price of one million Icelandic krones. Mindgroup also engaged the public and offed them the opportunity to sign up as a supporter and get a newsletter monthly on the development of IMDA.
The experiment took place in Reykjavik on the 17Th of june, Icelandic Independence Day (2007)

Friðgeir Einarsson
Karl Ágúst Þorgeirsson
Jón Atli Jónasson
Jón Páll Eyjólfsson

Video Web Short, Promo 1 "Baking for Peace"
Photos Cake machine