Title	SENSE THE FLAVOURS
Brand	ARLA
Product/Service	ARLA ESSENS
Category	A01. Direction
Entrant	VICE MEDIA DENMARK Copenhagen, DENMARK
Idea Creation	VICE MEDIA DENMARK Copenhagen, DENMARK
Production	VICE MEDIA DENMARK Copenhagen, DENMARK

Name	Company	Position
Sara Samsøe	VIRTUE WORLDWIDE - VICE Media Scandinavia	Senior Producer
Niels Nørløv	VIRTUE WORLDWIDE - VICE Media Scandinavia	Director
Sara Samsøe	VIRTUE WORLDWIDE - VICE Media Scandinavia	Producer
Morten Grubak	VIRTUE WORLDWIDE - VICE Media Scandinavia	Associate Creative Director
Magnus Breum	VIRTUE WORLDWIDE - VICE Media Scandinavia	Copywriter
Emil Asmussen	VIRTUE WORLDWIDE - VICE Media Scandinavia	Copywriter
Jasper Spanning	VIRTUE WORLDWIDE - VICE Media Scandinavia	DOP
Victor Knötzel	VIRTUE WORLDWIDE - VICE Media Scandinavia	DOP
Ryan Løkken	VIRTUE WORLDWIDE - VICE Media Scandinavia	Editor
Christina König	VIRTUE WORLDWIDE - VICE Media Scandinavia	Project Manager
Ali R. Berri	VIRTUE WORLDWIDE - VICE Media Scandinavia	Account Director
Victor Knötzel	VIRTUE WORLDWIDE - VICE Media Scandinavia	Grader
Morten Grubak	VIRTUE WORLDWIDE - VICE Media Scandinavia	Associate Creative Director
Simon Jørgensen	VIRTUE WORLDWIDE - VICE Media Scandinavia	Sound Engineer
Henrik Lindstrand	VIRTUE WORLDWIDE - VICE Media Scandinavia	Music Composer
Kasper Nyman	VIRTUE WORLDWIDE - VICE Media Scandinavia	Illustrator
Mikael Kort	VIRTUE WORLDWIDE - VICE Media Scandinavia	Grip
Martin Riello	VIRTUE WORLDWIDE - VICE Media Scandinavia	Gaffer

Brief Explanation

Insight: “When you taste something for the first time, you automatically taste it very carefully and sense the flavours. But if it’s something we’ve tasted before, our brain goes on autopilot”. We wanted to see, if it was possible to erase the memory of milk completely from the mind and taste it for the very first time. Again. So we found 7 test persons who is highly responsive to hypnosis, and let a hypnotist work his magic.

Execution

What you don’t see in the film is, that it took 20 minuttes to get the participants into hypnosis. Also working with a script, where we didn’t knew the reactions from the test persons made it a challenging but also very exciting piece of work for the director to get the story in line.