The Sound of Freshness

Irma, an old chain of high end supermarkets in Denmark, asked us to raise awareness about its new online shop. The client believed that we needed to communicate convenience. But the real problem with buying fresh products online is that you can’t smell or feel the products. That's why they had to be at the center of attention. While smelling and feeling isn’t possible you can still see them, and we engaged another sense: hearing. We asked the musician J.Views to fly in from NYC to make music with the vegetables and fruits, allowing the products to take center stage and getting people moving to the “Sound of Freshness”. The project was featured in Google Creative Sandbox.