Remember The Sound of Taste? Well Grey London have outdone themselves by launching this new campaign for U.K. herb and spice brand Schwartz, 'Feel Flavour'.

This impressive new interactive campaign is a Bluetooth-enabled 'sonic' poster that uses touch sensitive inks to play music on a mobile device. Each herb and spice is yet again matched with a specific chord, which lights up on your phone when you touch the appropriate part of the poster. For example, cumin is the E flat major, chilli is A flat major, and fennel got a high-pitched F minor. 



“We've basically created an app that's made out of paper. Pair the poster with a smartphone or tablet via Bluetooth, and your device effectively becomes a mobile speaker. 16 different herbs and spices have been translated into musical chords and the conductive inks on this poster enable you explore those sounds with your fingers. We thought this would be a great way to dramatise flavour, something that is silent and invisible”, says Andy Lockley, Creative Director at Grey London.

The creative agency teamed up with Novalia, who developed the interactive ink and software.

“Conductive ink is a prototype technology that puts the same type of capitative touch screen you have in a smart phone or tablet into plain old paper –effectively breathing new life into what many believe is a dying medium. Schwartz is the first brand to use this technology in a commercial application”, explained Kate Stone, founder of Novalia.

Watch the short film above to view the process, and check out the posters below which promote Schwartz Flavour Shots, an innovative new range of herb and spice blends, to retailers.