By Mairi Clark

Hendrick’s Gin has launched an innovative online campaign through Gravity Thinking with the aim of letting consumers experience the brand’s curious events, which it has become known for.

The agency drew inspiration from Edgar Allen Poe’s experiments into something called ‘hypnagogia’ from the 1800s. Hypnagogia is a state of mind between the waking world and the dream world – a state in which one can explore the depths of their imagination.

The audio-based website uses several psychoacoustic tricks where users are encouraged to activate their webcams, headphones and take part in a virtual test online. A combination of the Read full story ›

Source: The Drum