What if your imagination could take you anywhere your ever wanted to go?

To promote a number of destinations S7 Airlines, Russia’s largest domestic airline, can fly to we decided to create a unique installation that uses EEG-technology to turn participant’s brains into game controllers and give them an opportunity to travel with the power of their imagination.

Created by Wieden+Kennedy Amsterdam in collaboration with Tellart, the Imagination Machine sees a participant steer a small physical plane on a large 2-meter 3D projection-mapped globe with the power of their brain.

Seated in front of the globe and having first been instructed to choose their destination, users are fitted with an EEG-brainwave headset that monitors brain activity throughout gameplay via a forehead biosensor and which determines a participant’s level of focus. This brainwave information is then sent from the EEG headset to the Imagination Machine’s algorithm that calculates the flight path in real-time to control and maneuver the plane to make it to the chosen destination. The more focused a user is on their dream destination the closer the plane stays to the ideal flight path. If they could stay focused and guide the plane to their dream destination within 45 seconds, a return trip to their dream destination would be won.

Over 200 people took part in the stunt, with 50 participants winning a round trip to their dream destination.

AWARDS:

Cannes Lions, Cyber, Games Live Digital, Bronze, 2015

Cannes Lions, Cyber, Interface & Navigation, Bronze, 2015

One Show, Print & Outdoors, Digital / Electronic, Silver, 2015

One Show, Responsive Environments, Architecture, Bronze, 2015

Eurobest, Cyber, Interface & Navigation, Grand Prix, 2015

Eurobest, Cyber, Branded tech, Silver, 2015

Red Apple, Innovation, Bronze, 2015

The Webby Awards, Online Video, Branded: Live Experiences, Official Honoree, 2015

Project Isaac, Marketing & Advertising: Creative Invention, Winner, 2015

Laus Awards, Web & Digital Media, Gold, 2015

CREDITS