We collaborated with a chef, a musician, and a neuro-technologist to create the Edible Music Experience. – an experience where, for the first time in the world, people could compose music with their brains and their taste buds in real time.

The chef designed an experimental menu that featured Heineken, the musician created soundscapes inspired by each dish, and the neuro-technologist mapped the brain’s experience of flavour, assigning musical notes to different synaptic reactions in real time.

We invited 40 creative influencers, and on the night of the event each guest had the chance to compose unique, real-time musical tracks created by their brain’s personal experience of taste.

We collaborated with a chef, a musician, and a neuro-technologist to create the Edible Music Experience. – an experience where, for the first time in the world, people could compose music with their brains and their taste buds in real time.

The chef designed an experimental menu that featured Heineken, the musician created soundscapes inspired by each dish, and the neuro-technologist mapped the brain’s experience of flavour, assigning musical notes to different synaptic reactions in real time.

We invited 40 creative influencers, and on the night of the event each guest had the chance to compose unique, real-time musical tracks created by their brain’s personal experience of taste.

For the participants, the event redefined the way that they could experience Heineken, and creativity.

Though only 40 people were invited to attend, coverage reached over 500 000 people, and the Edible Music Experience catapulted a campaign that not only earned 19 million impressions and 10% greater share of conversation than the competition, but it resulted in the new 330ml can being voted a People’s Choice Product of the Year in South Africa.