Bombay Sapphire Sensory Auction

TXG partnered with BBDO and Bombay Sapphire to produce the world’s first art auction where the winning bidder was not determined by the person with the most money, but rather, to the person with the strongest sensory reaction. The event featured a commissioned piece by artist, Dan Lam, that was inspired by Lam’s interpretation of the classic Gin & Tonic. The custom piece was auctioned off at the event in a never seen before manner by monitoring bidders’ sensory reactions to the revealed art. A custom user interface and scoring algorithm was developed in tandem with EEG headsets, allowing real-time, biometric data to be pulled on-site. Custom video content and sensory-inspired visuals were displayed on 360-degree projection walls, while “Dan & Tonic” signature cocktails were served to round out the experience. Winner of Ex Award, Adweek Experiential Award, and Clio Award.