Beck's
Frequency

AGENCY: AKQA  /  CLIENT: AMBEV  /  ROLE: CONCEPT AND ART DIRECTION

Can a sound frequency make the flavor of any beer taste more bitter?

Studies from Harvard and Oxford University show that it’s possible to alter the perception of taste through sound. Sounds at higher frequencies make food and drinks taste less bitter, while sounds at lower frequencies bring out the bitter flavor. In partnership with big names in electronic music, nine tracks were produced using these two frequencies for you to listen to when you don't have any Beck's around.

AWARDS: GOLD CANNES LION - RADIO & AUDIO / SILVER CANNES LION - RADIO & AUDIO / SHORTLIST CANNES LION - DIGITAL CRAFT / GRAPHITE PENCIL D&AD - ONLINE EXPERIENCES / BRONZE BRAZILIAN CREATIVE CLUB - DIGITAL 

/// SOCIAL EXPERIMENT