Muscovites 'Steer' a Plane With Their Brainpower in Stunt by S7 Airlines

'Imagination Machine' Game Uses Headset to Measure EEG Brainwaves

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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.

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Apr 15, 2015
Wieden + Kennedy Amsterdam
Chief Marketing Officer:
Tatiana Fileva
S7 Airlines
Marketing Communications Director:
Eleonora Romanova
Brand Manager:
Alexandra Komarova
Assistant Brand Manager:
Irina Zvereva
R&D 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 Directors:
Daniel Schaefer & Szymon Rose
Art Director:
Vasco Vicente
Evgeny Primachenko
Head of Content:
Joe Togneri
Head of Interactive Production:
Kelsie Van Deman
Broadcast Producer:
Judd Caraway
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 & Production:
Executive Creative Director:
Matt Cottam
Creative Director:
Paul Skinner
Art Director:
Ivor Williams
Charlie Ledbetter
Design Lead:
Christian Ervin
Senior Designer:
Zaza Zuilhof
Senior Technologist:
Pierluigi Dalla Rosa
Senior Technologist:
Kuan-Ju Wu
Production Company:
Pavel Ananich (Operator)
Agency Producer:
Judd Caraway (W+K)
John Filipe (W+K)
John Filipe (W+K)
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
Sound Design and Mix:
Randall MacDonald

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