Digital Craft / Prata
Título: Flavor of Songs
Categoria: D01. Curation of Data
Agência: J. Walter Thompson
Anunciante: Tramontina
Sinopse: Tramontina is a 100 years-old brand from Brazil and one of the biggest stain steel cookware manufacturers of the world. Stain steel pans are no longer trendy, so the brand needed a refresh, to inspire people to cook again. Especially, young people. We needed to show that a pan is more than just a pan. It’s a world of possibilities. And the way we figured out how to do it, was through music and technology. To show a pan is a world of possibilities, we decided to open millions of new ones: transforming the songs of the Spotify platform catalogue into flavors.
If music had a taste, what it would be? To answer this question, we used the concepts of synesthesia. Correlated musical parameters of the biggest music platform of the world with cooking ones. Created a huge ingredients database with information in all of these parameters that, combined, generate unique recipes for each song. A digital experience where music fans can discover a different recipe for each of the songs they like to listen to. At last, indicating what’s the best pan to cook all these recipes.
Sinopse em inglês: Tramontina is a 100 years-old brand from Brazil and one of the biggest stain steel cookware manufacturers of the world. Stain steel pans are no longer trendy, so the brand needed a refresh, to inspire people to cook again. Especially, young people. We needed to show that a pan is more than just a pan. It’s a world of possibilities. And the way we figured out how to do it, was through music and technology. To show a pan is a world of possibilities, we decided to open millions of new ones: transforming the songs of the Spotify platform catalogue into flavors.
If music had a taste, what it would be? To answer this question, we used the concepts of synesthesia. Correlated musical parameters of the biggest music platform of the world with cooking ones. Created a huge ingredients database with information in all of these parameters that, combined, generate unique recipes for each song. A digital experience where music fans can discover a different recipe for each of the songs they like to listen to. At last, indicating what’s the best pan to cook all these recipes.
URL: https://sabordasmusicas.withspotify.com/
Informações adicionais: The Flavor of Songs project took more than 6 months of study and tests before going live. It counted with the help of a neuroscientist, a music conductor, a cuisine chef and Casion, a technology production company which is an official partner of Spotify.
Step 1: Filtering Spotify’s musical parameters, choosing the ones that made more sense with synesthesia.
Step 2: Correlating those parameters with cooking ones.
Step 3: Creating a huge ingredient database, with a scale note on the parameters for each of them.
Step 4: Crossing all these data, using algorithms and A.I, in a way that it could generate a recipe for each of the Spotify songs.
All that became a website. In this website, users could login with their Spotify account, type the name of a song or artist and discover what flavor represents it.
Informações adicionais em inglês: The Flavor of Songs project took more than 6 months of study and tests before going live. It counted with the help of a neuroscientist, a music conductor, a cuisine chef and Casion, a technology production company which is an official partner of Spotify.
Step 1: Filtering Spotify’s musical parameters, choosing the ones that made more sense with synesthesia.
Step 2: Correlating those parameters with cooking ones.
Step 3: Creating a huge ingredient database, with a scale note on the parameters for each of them.
Step 4: Crossing all these data, using algorithms and A.I, in a way that it could generate a recipe for each of the Spotify songs.
All that became a website. In this website, users could login with their Spotify account, type the name of a song or artist and discover what flavor represents it.
ECD: Cassio Moron, Rodrigo Da Matta
Redator: Kiko Borger, Heinz Boesing, Rodrigo Da Matta
Diretor de arte: Gustavo Rates, João Mendes, Marcus Prado, Cristiano Schein
Creative Technologist e Creative Data: Sergio Costa, Tom Corral
Designer: Gustavo Rates, João Mendes, Marcus Prado
Head of Production: Maisa Delgado
RTV: Caroline Pivato
editor: Marcus Prado
Fotógrafo: Regis Fernandez
Patrocínio