Editor's Pick

Stella Artois has teamed up with agency Sid Lee and production company Tool of North America to create a music video it claims you can "taste."

The interactive music video featuring The Roots invites the viewer to use a scale to slide between two different versions of the tracks, one with high pitched notes for "sweet and fruity" and one with lower pitched tones for "bitter and hoppy." The idea is that you sip a Stella while watching, and the two versions enhance both the bitter and sweet/fruity flavors of the beer.

At the end, the site provides you with personal taste results highlighting your sweetest and most bitter moments. The experience is apparently based on the scientific research of an Oxford academic, crossmodal expert Professor Charles Spence.

Tool director Ben Tricklebank said in a statement: "I'm always looking for ways to push the boundaries of sensory experiences. The opportunity to work with Stella on their global experiential campaign, Le Savoir, and team up with both The Roots and Professor Charles Spence to test out his groundbreaking crossmodal theories, was too exciting to pass up."

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