Posts Tagged ‘giveaways’
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Skydiving in Slowmotion
September 20 2014
Grey Goose on the Road with Vodka Mobile Martini Bar
If you happen to spot a small, beautiful Citroen Van driving through the streets of London, try to hail it down. Inside, you will find a mixologist crafting up made-to-order Grey Goose Martinis for lucky guests aboard the Boulangerie Francois Camionnette.
The World’s Most Intimate Martini Bar is a part of the vodka brand’s campaign series of tangible experiences that invigorate the senses. Integrated branding agency Ragged Edge was responsible for the restoration of the vehicle, and the design of the mobile bar popping up in cities around the UK.
Bread made from the same superior wheat of Picardie used to create the vodka sits in the van’s outside window display and represents the Grey Goose fermentation process. Bespoke lighting, etched metal and marbles decorate the inside of the secret martini bar.
For those who don’t get to enjoy the experience for themselves can still sneak a peak through a tiny peep-hole that thoughtfully reads “Ceci n’est pas une boulangerie,” or “this is not a bakery.”
The luxury bar brings the Grey Goose brand to life through an experience that takes the drink off of the shelf and into the real-world. The campaign is a strategic activation to involve customers in a novel and engaging way, and offer the bar guests a participatory experience with the liquor. The Camionnette followed the successful launch of Boulangerie Francois, an intimate setting in London where guests sampled French bread by Grey Goose and artisan cocktails.
As a part of the bespoke series, privately curated cocktail consultations are available for pre-booked appointments.
Article source: http://www.psfk.com/2014/09/grey-goose-vodka-martini-bar.html
New Handheld DNA Sequencer Offers Cross-Industry Solutions
Biologists, a physicist, a computer programmer, and a chemist at the University of Otago have joined forces to create Freedom4, a portable, handheld DNA sequencer. Although the device was only recently revealed and is still being tested, the Otago team and scientists the world over are excited about its possibilities.
Dr. Jo-Ann Stanton, Senior Research Fellow in the university’s Department of Anatomy, led the project responsible for developing Freedom4, and foresees a number of applications for the device; as the group’s press release notes, the sequencer is capable of “anytime, anywhere’clinical diagnosis of viral infectious diseases in humans and animals,” but also has “many other potential uses, such as border security, forensics or environmental monitoring.”
“This mobility could provide a great boon for farmers,” Stanton says. “For instance, vets could drive around a farm analyzing samples from various locations, make their diagnoses and treat infected animals—all in one trip,” she adds. As Popular Mechanics explains, Freedom4 is “essentially a DNA multiplier,” and uses temperature changes and enzymes to “repeatedly split and copy DNA over and over again so it can be read easily.” This ‘split and copy’ method enables the device to transfer a sample’s genetic results while it’s still running (to target the sequence in real time) as part of a one-step system for analysis, making it one of the speediest of its kind.
After various trials, the research team has reported that the device, which has a six-hour battery life, performs “on par with other lab-based equipment” and uses a DNA sequencing technique called quantitative polymerase chain reaction (qPCR), which descends from the method used to sequence the first human genome in 2003. The team also claims that the device’s portability and speed make it an ideal tool for on-the-spot disease and virus diagnostics in hospitals.
The sequencer is not yet available for purchase, but the Freedom4 team and the university’s commercialization office, Otago Innovation, are working to bring their product to market in partnership with New Zealand company Ubiquitome. Otago Innovation’s David Christensen praised the partnership and its goals, noting that the university is “delighted to be a part of Ubiquitome as it works to realize its dream of connecting the world to meaningful genomic information through handheld, cloud-connected genetic analysis devices.”
Though immediate applications for a handheld-DNA sequencer are many, the team will need to continue testing the device at length in order to satisfy rising industry standards in the medical and bio-medical fields abroad and in the United States. As the NYTimes reported in July, the U.S. Food and Drug Administration (F.D.A.), has announced its plan to begin regulating medical laboratory testing to ensure that tests influencing important treatment decisions are vetted and validated before they’re available to use: “[j]ust as drugs need to be safe and effective for treating diseases, medical devices used to help diagnose disease and direct therapy also need to be safe and effective,” FDA commissioner Dr. Margaret A. Hamburg said in late July. Faulty test results, she explained, “could lead patients to seek unnecessary treatment or to delay or to forgo treatment altogether.”
University of Otago