'Feel Flavour - A Sonic Poster'

Herb & Spice brand Schwartz is all about flavour. But how do you dramatise flavour when flavour is invisible and silent?

Simple: make it possible for people to see, hear and feel it. Print Tech collective, Novalia and ad agency Grey London have collaborated on an interactive poster that uses innovative ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface.

Illustrator Billie Jean was invited to create a visual articulation of what taste might look like. Each herb and spice depicted in the artwork was then assigned a musical chord matching its flavour characteristic. For example, cumin became E flat major, chilli was ascribed A flat major and fennel was characterised by a higher pitched F minor. The image was then back-printed with an innovative conductive ink, effectively giving the poster capacitive touch technology. When paired with a mobile device via Bluetooth, the poster becomes an interactive musical instrument.

The poster was created as part of a Schwartz promotion designed to target the retail trade.

Credits:

Client: Schwartz
Creative Agency: Grey London
Chief Creative Officer: Nils Leonard
Creative Director: Andy Lockley
Art Directors: Andy Lockley / Andy Garnett
Copywriter: Dan Cole
Creative Producers: Georgie Moran / Lucy Dunn
Original Music: MJ Cole / Soho Music.
Sound design: Holly Clancey
Production Company: Grey Works
Producer: Becky Knapp
DOP: Bruno Downey
Print Production / software developer: Novalia

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