Gravity Thinking unveils inaugural work for Hendrick’s Gin

By Mairi Clark | Staff

December 1, 2015 | 2 min read

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.

Hendrick's Gin
Hendrick's Gin

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 user’s facial movements and answers are used to create a ‘hat’ which they can then save and post to social media.

The campaign kicked off at the Edinburgh Fringe Festival, with a ‘mind reading top hat’ – or as the brand named them ‘phantasmagorical cogitative drinking toppers’ – which a Hendrick’s ambassador invited participants to take a Rorschach psychological test. These are still being showcased at a range of venues. Depending on what brainwave was being picked up, a different image was displayed in the top of the hats via a pepper’s ghost illusion – making it look like the thoughts were coming out of their heads.

The project was premiered as part of the Hendrick’s Emporium of Sensorial Submersion (HESS) at the Edinburgh Fringe Festival 2015.

Stephen Firth, managing partner at Gravity Thinking, said; “Hendrick’s gin wanted to do something truly innovative to meet the expectations of their passionate consumers. Using ground-breaking technology meant we could deliver something unique and unexpected for the brand.”

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