N&M receives award for realisation of "The Imagination Machine"

Following the launch of its attention-grabbing advertising spot, "S7", the Russian airline, has now kicked off the next phase of its "Fly to any place you can imagine" communication campaign: visitors to Moscow's "Afimall City" shopping and entertainment centre were given the opportunity of steering a virtual airplane across a globe to their personal dream destination. The only aid available to the passers-by was a headset for measuring their EEG brain activity, which became the controller for the selected flight route.

Neumann&Müller Veranstaltungstechnik had been engaged by the Wieden + Kennedy (Amsterdam) agency to realise the box-like stand concept as well as the technical side of the event. 3D mapping was used to project the globe onto an especially designed sphere measuring two metres in diameter. A distance of a mere two metres was available to realise this effect. Besides carrying out the programming, Evgeniy Davydov, the N&M project manager for Eastern Europe, and his team were also responsible for implementing the audio and lighting design as well as for supplying the technology with which numerous visitors flew to their dream destinations on the "S7" stand.

Last year in Seville (Spain), Wieden + Kennedy's creative concept and its implementation by Tellart and N&M received the "EuBea Award" in the category "B2C Event". This has now been followed by further honours in Moscow with the live event and the organisations behind it being nominated for "Event.ru" awards in two categories: for the "Most creative idea" and the "Best event for the brand" - and in the latter category the teams did indeed receive their well-deserved reward.