FEEL FLAVOUR: SONIC POSTER
| Title | FEEL FLAVOUR: SONIC POSTER |
| Brand | SCHWARTZ |
| Product/Service | TO CONVEY THROUGH PRINTED MEDIA THE INTENSE EFFECT THAT HERBS AND SPICES HAVE ON |
| Category |
A01. Innovation |
|
Entrant Company
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GREY LONDON, UNITED KINGDOM
|
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Advertising Agency
|
GREY LONDON, UNITED KINGDOM
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
|
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Production Company
|
NOVALIA Cambridge, UNITED KINGDOM
|
Credits
| Nils Leonard |
Grey London |
Chief Creative Officer |
| Andy Lockley |
Grey London |
Creative Director |
| Andy Garnett |
Grey London |
Creative |
| Dan Cole |
Grey London |
Creative |
| Georgie Moran |
Grey London |
Creative Producer |
| Lucy Dunn |
Grey London |
Creative Producer |
| Philippa Baldwin |
Grey London |
Managing Partner |
| Camilla Ashenhurst |
Grey London |
Business Director |
| Lucy Gregory |
Grey London |
Account Director |
| M J Cole |
Soho Music |
Music Artist |
| Holly Clancey |
Grey London |
Planner |
| Liam Conwell |
Hogarth Worldwide |
Sound Engineer |
| Becky Knapp |
Hogarth Worldwide |
Producer |
| Billy Jean |
Rush |
Illustrator |
| Alex Camacho |
Alex Camacho |
Typographer |
| Joe Towsey |
Grey London |
Designer |
| Jessica Tibbles |
Grey London |
Designer |
The Brief
What does flavour look like? How does it sound? These questions inspired Schwartz to create a ‘Sonic Poster’. 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.
The Feel Flavour posters explored the concept of synesthesia through interactive touch. Using innovative ‘touch sensitive’ inks to turn the surface into an interactive interface.
Novalia is a technology company, which creates experiences for people by the integration of traditional print and conventional electronics. Schwartz is the first brand to use this technology in a commercial application.
Conceptual 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 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.
Novalia’s capacitive touch technology turns the poster into an interactive interface and allows it to connect to an app on your smartphone. When the artwork is touched, different chords are triggered to create a symphony of flavours, playing out of your device – effectively breathing new life into what many believe is a dying medium.
The poster was printed using traditional commercial printers with conductive inks letting thousands of electrons flow through the paper so it can be made interactive. Added to that was a small circuit board with two chips. One to run capacitive touch software so it can tell where it’s been touched and the other to run wireless software so the paper can connect. The technology is pretty simple but has never before been brought together in this way.
The scope for interactive paper in advertising is huge; providing richer brand experiences through multi-sensorial communications.
The technology has more exciting implications in the wider world, for example in education to enliven learning. Adding sound to newspaper articles. And for people with hearing difficulties.
The ‘Sonic Poster’ generated a real buzz amongst the trade audience and was also picked up by food bloggers. It was a successful part of the ‘Sound of Taste’ campaign, which exceeded all sales targets.