Irma, a chain of supermarkets in Denmark, asked us to raise awareness about its new online shop. The problem with online shopping is that you can't smell or feel the products through a screen. But you can see them, and we engaged another sense: hearing. We created a way for vegetables and fruits to make music, whetting some palettes and getting people moving to the "sound of freshness."

Launch the campaign
Published
April 2013
Topics

The Story

Irma, a chain of supermarkets in Denmark, asked us to raise awareness about its new online shop. The problem with online shopping is that you can't smell or feel the products through a screen. But you can see them, and we engaged another sense: hearing. We created a way for vegetables and fruits to make music, whetting some palettes and getting people moving to the "sound of freshness."

Using the MaKey MaKey invention kit, we used vegetables and fruits to trigger pre-recorded samples of both the food‚s own sounds and the electronic sounds created by electronic music producer j.viewz. The fact that almost anything can trigger something electronic (not just sound) is a hugely inspiring thought. In this case, it allowed the produce to become the center of attention, and we were able to create a piece of advertising that doesn't feel like an ad.

The Technology

  •  

    Video

    YouTube

  •  

    Web/Apps

    MaKey MaKey

    Ableton Live

The Results

This project did its job in terms of attracting buzz and attention. We're proud to have done something so different for this category. Experimental branding is very rarely seen in retail. It's a bold move from a company that‚s 127 years old (making it the second oldest chain of supermarket in the world). But they were extremely dedicated once they bought the idea and even agreed to fly in j.viewz from New York to collaborate on this Denmark-based project.

55K

views on YouTube so far

76

kilos of fruits and vegetables were used for the making of these films

166

Beats Per Minute is the tempo of the track Far Too Close by J.Viewz

Launch Date 24 May 2013