At Wieden + Kennedy Amsterdam we created a campaign for S7, a russian airline. Named the Imagination Machine it was an installation in which visitors could pick their favorite journey out of S7 destinations. Then they trained and callibrated their focus.
Next they were challenged to fly a plan virtually across the globe, by using their focus and thus imagination. With more difficulty over time, some people struggled and their mind wandered somewhere else. After participants were given a score and can check how they did. But if they managed to fly it succesfully, they would recieve a ticket to their chosen destination.
The campaign resulted in a film, with actual increase of ticket sales by 20%, multiple awards and ofcourse neccesary exposure.