Lastminute.com's documentary-style video, created with Don’t Panic to communicate the benefits of booking holidays and experiences over physical gifts this Christmas season, sees members of the public take part in a ‘scientific’ experiment, offering the ultimate choice: memories or a cash reward.During the experiment – and hooked up to brain activity measurement equipment - participants are asked to recall a treasured memory. Ranging from first kisses in Italy, to watching geysers in New Zealand, the participants are led to believe that the location of their memories have been pinpointed in their brains, and were offered the chance to have it deleted for a lump sum of money.The results show that our most treasured memories are priceless, and the spot closes with a message encouraging viewers to 'Choose memories, choose travel'.CreditsAlessia Dordoni - Head of Brand Communication - Lastminute.comKirsten Beacock - PR manager - Lastminute.comJacob Niedzwiecki – Producer - Lastminute.comMiguel Roca – Producer - Lastminute.comHelen Jackson - Project Lead - Don’t PanicNicki Coombes - Project Assist - Don’t PanicClaire Gullier - Creative Lead - Don’t PanicGeorge McCallum- Creative - Don’t PanicJake Moss- Creative - Don’t PanicTom Reas- Creative - Don’t PanicMark Bushnell - Creative - Don’t PanicJoe Wade – MD - Don’t PanicMark Pizzey – Director - Reel NiceLaura Shacham- Producer - Reel NiceTom Francome - Assistant Producer - Reel NiceHoagy Hickson – Production Assistant - Reel NiceJoe Durr - Production Assistant - Reel NiceTim Gee – Camera - Reel NiceMark Pizzey – Editor - Reel NiceKenny Gibb – Grade - Reel NiceFilipe Pinheiro – Sound - Reel NiceJames Downham - Sound Mix - Reel Nice