A poster that plays music on your iPhone

Grey London has unveiled the latest execution of its Sound of Taste campaign for herb and spice brand Schwartz.  A Bluetooth-enabled ‘sonic’ poster invites the viewer to Feel the Flavour.  Sixteen different herbs and spices have been translated into musical chords and the conductive inks on the poster enable you explore those sounds with your fingers, playing back the chords on your iPhone.

The original film from the campaign can be seen here :

It’s interesting to see brands exploring and mapping out the “intangible”.  In 2013, Ogilvy London and Freggo created an interactive art exhibition that invited people to visualize their own personal interpretation of any of the Freggo ice-cream flavours.

More recently, R/GA explored this at a much larger scale with flavorprint : “FlavorPrint is a service that helps consumers decode the flavors they already love, and invites them to discover, share and bring new flavors into their homes”.  In addition to being a new smart recipe navigation system, the approach was carried through to the on-pack graphics.