Featured in Google Creative Sandbox: Sound of Freshness

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In this video j.viewz performs the track from the TVC - Far Too Close for the first time ever on vegetables. It is a 100 % live performance. No overdubs.

This is a tv-spot and two viral videos for the online shop of Irma, a high quality chain of grocery stores in Denmark. It’s been around for 127 years (making it the second oldest in the world), and is an institution that has always represented high standards here in Denmark. As such they're quite conservative and have never actually advertised on tv before let alone created videos intended for viral distribution. So I'm very proud to have created something that for this category is quite bold.

It's a long story but basically I discovered this guy, j.viewz, an electronic music producer from NY that plays music on vegetables via a tweet. I thought he was amazing so we convinced the client, which wasn't all that easy, to fly him over to be a part of the campaign. And as it turns out it worked really well both in terms of the creative work and sales :-)

I think it's also a really good example of adverting that isn't advertising. This project is featured in Google Creative Sandbox.

j.viewz orders fruits to his hotel room from Irma.dk. He then samples the fruits and creates music using those sound very sounds.

The TVC focusses on what we believe to be the number one barrier for online grocery shopping: It is not natural for humans to ask someone else to choose what they eat. By letting the staff "be the senses" of the customer we aim to break down that barrier. The musician is briefly introduced in the spot but he is the main attraction of the viral videos. The location is the actual facilities of Irma.dk.