In the latest phase of the Schwartz campaign, Feel Flavour, a Bluetooth-enabled ‘sonic’ poster that, when touched, plays music via a mobile device has been created.
The latest execution of its Sound of Taste campaign by Grey London looks to promote Schwartz Flavour Shots thought the poster, which uses ‘touch sensitive’ inks to turn the surface area of the paper into an interactive interface.
“We've basically created an app that's made out of paper. Pair the poster with a smartphone or tablet via Bluetooth, and your device effectively becomes a mobile speaker. 16 different herbs and spices have been translated into musical chords and the conductive inks on this poster enable you explore those sounds with your fingers. We thought this would be a great way to dramatise flavour, something that is silent and invisible”, explained Andy Lockley, creative director at Grey London.
Each herb and spice depicted in the artwork has been assigned a musical chord, so when touched together, music can be created.
“Conductive ink is a prototype technology that puts the same type of capitative touch screen you have in a smart phone or tablet into plain old paper –effectively breathing new life into what many believe is a dying medium. Schwartz is the first brand to use this technology in a commercial application”, said Kate Stone, founder of Novalia, the company which created the touch sensitive inks.