Hendrick’s unveils ‘immersive’ digital campaign

Hendrick’s gin has launched The Great Phantasmagorical Excursion, an experience designed to take consumers on a visual and audible journey through their imagination.

The experience was inspired by writer Edgar Allan Poe’s research into hypnagogia

Guided by Mr. Ulysses Atherton-Coraldaton, The Great Phantasmagorical Excursion Leader, consumers are invited to listen to a selection of specially crafted audio-inductions designed to take them on a “host of curious journeys”.

The experience was inspired by writer Edgar Allan Poe who researched extensively into the state of hypnagogia – the moment which occurs just before sleep, when the mind becomes creative.

A statement from Hendrick’s reads: “Those bold enough to participate will experience what it’s like to be the first fish to traverse the celestial cosmos, travel to Jatinga in the belly of a horned plumier and fly a kite in susurrus winds with grandmother.”

To accompany the “immersive” campaign, a number of Phantasmagorical Cognitive Drinking Toppers will be introduced into bars across the UK – a device that monitors the wearer’s brain activity using ECG and reveals a depiction of the user’s “private ponderings” on a built-in portal.

The Great Phantasmagorical Excursion will be available to the public from November 16th. The experience is free and requires just a pair of headphones and a webcam.

Sessions include an arrival cocktail, The Great Phantasmogorical Excursion, Hendricks Masterclass and a tapas-style dish.

Register here for more information: www.hendricksexcursion.co.uk