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The 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 Geysers in New Zealand, the participants are led to believe their memories have been pin pointed 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.