Stella Artois Just Created a Music Video You Can 'Taste'

Track by The Roots Has Fruity and Bitter Versions

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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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Sep 01, 2016
Sid Lee
Stella Artois
Executive Creative Director:
Daniel Chandler
Creative Director:
Andrè Gidoin
Head of Integrated Production:
Kwame Taylor-Hayford
Group Account Director:
May Aboubakr
Account Supervisor:
Toby Beaumont
Account Executive:
Shannon Meehan
Managing Partner:
Lukas Derksen
Global Executive Producer:
David Isaac
Senior Strategist:
Kasra Saidi
Vice President:
Todd Allen
Global Brand Director:
Tomas Grazzini
Global Brand Director:
Jonny Sabbath
Production Company:
Ben Tricklebank
Director of Creative Technology:
Ben Priddy
Executive Producer:
Adam Baskin
Executive Producer:
Sarah DiLeo
Simi Dhillon
Managing Partner, Digital:
Dustin Callif
Managing Partner Live Action:
Oliver Fuselier
Line Producer:
Leslie Owen
The Roots

See more credits

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