Meio&Mensagem
Publicidade

Wave Festival

Adiado para 2022

Media / Bronze

Título: Flavor of Songs
Categoria: B02. Use of Audio Platforms
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

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