Just in time for advertising awards season, there’s this piece from Wieden + Kennedy Amsterdam for S7 Airlines. The installation used neurofeedback to let Muscovites pilot a virtual airplane using only their imaginations. If they could maintain their focus, they could win a ticket to their destination of choice.
The video above is mostly in Russian but the explanation of the technology is in English. This is a nice followup to last month’s Imagine video, in which kids described their fantastic dream destinations.
Updated, 16 April 2015: Russian video replaced with English version.