Muscovites 'Steer' a Plane With Their Brainpower in Stunt by S7 Airlines
'Imagination Machine' Game Uses Headset to Measure EEG Brainwaves
Editor's Pick
Russia's S7 Airlines created an innovative game / stunt for Muscovites last week, to tie in with its current campaign through Wieden & Kennedy Amsterdam, which is all about the power of imagination.
The Imagination Machine, created by W&K in collaboration with experience design and engineering firm Tellart Amsterdam, uses an EEG-brainwave headset to measure people's brain activity as they try to "steer" a plane to their dream destination on a projection-mapped globe.
Customers in Moscow's Afimall City mall were seated in front of the globe having first been instructed to choose their destination, and asked to concentrate. Their brainwave information was then sent from the headset to the Imagination Machine's flight path algorithm as they were given 45 seconds to focus on landing the plane at their destination. If they succeeded, they won a round trip to their dream destination along with 5,000 S7 Airlines miles.
The stunt took place last week, with 200 people taking part throughout the day. 50 participants won the main prize, while those who took part but who weren't successful in landing their plane also received 5,000 air miles.
Credits
- Date
- Apr 15, 2015
- Agency :
- Wieden & Kennedy-Amsterdam
- Brand :
- S7 Airlines
- Client :
- S7 Airlines
- Chief Marketing Officer :
- Tatiana Fileva
- Marketing Communications Director :
- Eleonora Romanova
- Brand Manager :
- Alexandra Komarova
- Assistant Brand Manager :
- Irina Zvereva
- Research and Development Director :
- Alexandra Gribkova
- PR Director :
- Irina Kolesnikova
- Head of Media Group :
- Natalya Kozlova
- Loyalty Marketing Manager :
- Elena Elsukova
- Executive Creative Direction :
- Mark Bernath & Eric Quennoy
- Creative Director :
- Daniel Schaefer & Szymon Rose
- Art Director :
- Vasco Vicente
- Copywriter :
- Evgeny Primachenko
- Head of Content :
- Joe Togneri
- Head of Interactive Production :
- Kelsie Van Deman
- Broadcast Producer :
- Judd Caraway
- Creative Planner :
- Nick Docherty
- Head of Studio :
- Jackie Barbour
- Creative Technologist :
- Kees Plattel
- Studio Artist :
- Noa Redero
- Project Manager :
- Stacey Prudden
- Business Affairs :
- Kacey Kelley
- Experience Design and Production :
- Tellart
- Executive Creative Director :
- Matt Cottam
- Creative Director :
- Paul Skinner
- Art Director :
- Ivor Williams
- Producer :
- Charlie Ledbetter
- Design Lead :
- Christian Ervin
- Senior Designer :
- Zaza Zuilhof
- Senior Technologist :
- Pierluigi Dalla Rosa
- Senior Technologist :
- Kuan-Ju Wu
- Production Company :
- WIEDEN+KENNEDY AMSTERDAM / OPERATOR AMSTERDAM
- Producer :
- Pavel Ananich (Operator)
- Agency Producer :
- Judd Caraway (W+K)
- Director :
- John Filipe (W+K)
- Editing :
- John Filipe (W+K)
- Editing :
- Robin Pijpers (W+K)
- Production Company :
- Wave Studios
- Sound Editing :
- Alex Nicholls-Lee
- Sound Editing :
- Juan Pablo Thummler
- Sound Design and Mix :
- Alex Nicholls-Lee
- Mix and Sound Design :
- Randall MacDonald
Need a credit fix? Contact the Creativity Editors
Related work

S7 Airlines: This airline made a travel show aimed at aliens--and beamed it into space

S7 Airlines: Your Instagram World Is a Hoax, Says This Gorgeous, Artsy Airline Ad

S7 Airlines: S7's Earthbound Space Rover Lets Russians Discover Remote Parts of Their Own Planet
