Music You Can Taste
Stella Artois
Hacking the senses through experimental science and music.
The genesis of the idea was a curious side note buried deep in a testing document: Stella Artois tastes dramatically different to different people. Bitter for some. Sweet for others.
We had questions like, what? But also smarter questions like, how can we influence taste? Can taste be influenced by other senses? What would a song taste like? To find answers, we hatched a plan, exploring the world of synesthesia through an incredibly unlikely pairing — an Oxford professor of experimental science and The Roots.
Associate Creative Director
2016
The music video for “Bittersweet”, written by Questlove and Black Thought with Professor Charles Spence (head of Crossmodal Research and the Department of Experimental Psychology at Oxford University), was designed in sound and vision to influence how you experience the flavors in a chalice of Stella Artois.
“Bittersweet” by The Roots
A
side
B
side
Sid Lee
Executive Creative Director: Dan Chandler
Associate Creative Director: Ryan O’Keefe
Senior Art Director: André Gidoin
Experience Designer: Claudia Chagui
Executive Producer: David Isaac
Producer: Betiel Salomon
Tool
Director: Ben Tricklebank
Original Music: The Roots
Recognition
One Show, Bronze
One Show, Merit
Press
Ad Age – Editor’s Pick
Ad Week
Hypebeast
Food & Wine
Maxim
Billboard
Rolling Stone
Spin
Pitchfork
Fast Company