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Top 6: June 5th 2019

Tramontina: What Does Music Taste Like?

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Top 6: June 5th 2019
Ever wondered what music tastes like? J. Walter Thompson Brazil and Spotify are exploring this question by launching a new campaign called the Flavor of Songs' for Brazilian cookware brand Tramontina. The project is driven by an algorithm that can turn any song from the Spotify platform into a different recipe - and which is capable of generating 44 million possible gastronomic combinations. The concept is based on synesthesia, the phenomenon where the stimulation of one sensory or cognitive pathway leads to a similar experience in a second sensory or cognitive pathway. One sense involuntarily influences the other. In this case, sound informs taste. The Flavor of Songs is the culmination of a six-month long study, where Tramontina, Spotify and J. Walter Thompson Brazil brought together neuroscientist Dr. Marcelo Costa, head of the Neuroscience Department at the University of São Paulo, conductor João Rocha from the University of Kentucky, and Renato Carioni, chef and coach of team Brazil in the Bocuse D'or, to give flavor to songs and create a dish for each of them. With the aim of using innovation and pop culture to inspire people to cook more – showing that stainless steel is much more than just pots and pans.
Credits Other credits

Planner: Stella Pirani, Marcus Pesavento

Account Management: Fabricio Soares, Ricardo Montezuma, Rochele Pahs

Executive Director: Renata Dall Onder

RTV: Carolina Pivato

Designers: Gustavo Rates, João Mendes, Marcus Prado

Client Approval: Darci Friebel, Rosane Fantinelli, Joice Patzlaff and Josiane Lamera Toazzi

Client Services: Felipe Giacon (Head)

Head of Production: Maisa Delgado

Editor: Marcus Prado

Motion: Marcus Prado

Media: Giovana Venturelli, Maria Fernanda Galetti, Carolina Lopes, Ana Paula Rotta, Nathalia Silva, Luisa Maia

Technology Production: Casion

Director of Operations: Thiago Segundo

Photographer: Régis Fernandez

PR: Andrea Assef, Vivian Zeni, Livia Martins, Jessica Hartley

CEO: Ricardo John

Creative Technologist: Sergio Costa and Tom Corral

Digital Producer: Sergio Costa and Tom Corral

Editor: Wellington

Head of Production: Camilla Bastos

Post Production Company: Landia, M&A

Grade: Marla Colour Grading

Soundtrack: Apollo 9 and equipe A9

Sound Company: A9 Audio

Account Manager: Renata Schincariol and Guta Lima

Featuring: Chef Renato Carioni, Maestro João Carlos Rocha, Doutor Marcelo Fernandes da Costa

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