Flights of fancy

Moscow – Imagine you had an open ticket to travel anywhere in the world. Where would you go? A new campaign from Russian airline S7 brings that wishful thinking to life.

• The stunt was part of a wider campaign called Fly to Any Place You Can Imagine
• Brands are starting to explore the polarities between mind-wandering and concentration

Created by Wieden+Kennedy Amsterdam, participants in the Imagination Machine were hooked up to an electroencephalogram (EEG) device capable of monitoring brain waves. Powered by concentration, the virtual experience challenged players to navigate to their dream location using nothing more than their minds. The more they kept their focus, the truer their course and the lucky few who made it were rewarded with tickets on an S7 flight. ‘The old saying ‘if you can dream you can do’ is actually true,’ says Matt Cottam, associate professor at the Copenhagen Institute of Interaction Design. ‘If you can dream it you can go there.’

The Big Picture: Being able to drown out background noise and focus on the task at hand is a big part of mindfulness and The Optimised Self. Consider how your brand can tap into the on/off mentalities of consumers using interactive phygital experiences.