William Grant & Sons has unveiled a new promotional campaign for Hendrick’s Gin at Terminal 3 of Singapore Changi Airport, in partnership with DFS.
Following on from the quirky Hendrick’s Gin Stereoscope Theatre and Barber Shop activations at Changi in previous years, the brand is introducing the ‘Manipulatory and Invasive Neural Distorter’ (MIND) Blower, said to be a radical new ‘treatment’ for travellers who have overindulged during the festive season.
Customers at the central departures DFS store are invited to try out the chair, where they are blindfolded and fitted with headphones. The experiment, which aims to recalibrate the human body, takes customers on a 4-dimensional ‘roller coaster’ experience that distorts and eventually harmonises their senses of sight, sound, taste, and smell. The experiment concludes only when subjects achieve an “optimal state of sensory equilibrium”, upon which they are able to sample a Hendrick’s Gin & Tonic.
The world premiere of the campaign kicked off on 5 January, and will run until 28 February.
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The quirky Hendrick’s Gin MIND Blower promotion offers a 4D sensory experience to customers who have overindulged during the festive season | |
