GREY LONDON, London / SCHWARTZ / 2014
The challenge was to create a multi-sensorial flavour experience that could be easily sent out to key trade and blogger contacts. To convey through printed media the intense effect that herbs and spices have on the senses, which of course in reality are silent and invisible.
What does flavour look like? How does it sound? These questions inspired Schwartz to create a ‘Sonic Poster’: which used innovative ‘touch sensitive’ inks to create an interactive musical interface.
Through colour, pattern and form each herb and spice was translated to paper and assigned a musical chord matching its flavour characteristic. Cumin became an earthy smooth brown with an E Flat Major chord, Chilli a textured spicy red with an A flat Major chord.
The poster was printed using conductive ink so when the poster was touched it would play beautiful piano chords through a Bluetooth device.
The poster generated real buzz amongst the trade audience and in cooking communities. It was a successful part of the Flavour Shots campaign, which exceeded sales targets.
85,416 Twitter impressions
44 blog articles from 143 different countries
Sales up 15% against targets
Comments on social media such as;
“Excelente proyecto, innovador y llamativo”
“I would give an arm + a leg and a piece of my wall for one of these posters”
“J'adore le concept Feel Flavour (pour une fois qu'on peut toucher)”
McCANN ERICKSON, Vienna