BECK’S | BECK’S FREQUENCY

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

Studies from Harvard and Oxford University shows 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

Cannes
1 Gold Lion (Radio & Audio)
1 Silver Lion (Radio & Audio)

D&AD
1 Graphite Pencil


Credits:
Agency: AKQA São Paulo
CCO: Diego Machado, Hugo Veiga
ECD: Renato Zandoná
ACD: Christiano Velluntini
Art Director: Camila Shoji, Thiago Barbieri
Copywriter: Felipe Autran, Raphael Valenti
3D Production Company: Beeld
Production Company: Seiva
Director: Gotacx
Audio Company: Hefty

Try for yourself at: http://becksfrequency.com/

TIDAL X USHER | DON’T LOOK AWAY

The world’s first music video that demands your attention

While social injustice and racial profiling keep taking lives, society keeps looking away.

For the launch of recording artist Usher's new song 'Chains', an anthem advocating for unarmed victims of violence, we created a an interactive site using face recognition technology.

When fans visit chains.tidal.com, they must hold the gaze of victims of social injustice to hear the track. If the viewer looks away, the music stops - demanding that they face the problem as the first step towards change.


AWARDS

Cannes Lions
1 Gold (Music)
3 Bronze (Film, Media, Radio)
1 Titanium shortlis
+ 10 Shortlists

D&AD
Wood Pencil

One Show
1 Gold, 1 Silver, 1 Merit

CLIO Music
2 Gold, 1 Silver

CLIO Awards
1 Silver

AdStars
Grand Prix, 1 Gold, 2 Silver, 1 Bronze

NY Festivals
4 Bronze, 1 Merit

Art Directors Club
1 Bronze

Andy Awards
1 Bronze

Campaign Big Awards
Finalist


Credits:
Agency: AKQA São Paulo ECD: Diego Machado, Hugo Veiga
Creative Directors: Renato Zandoná
Art Director: Augusto Antunes, Diego Machado, Renato Zandoná
Copywriter: Raphael Valenti, Hugo Veiga
Logo design: Mario Niveo

BECK’S | STARTER PACK

A unique way to evolve you tastedbuds for Beck’s bitterness.

Beck’s is the bitterest beer of its category.
All because its International Bitterness Unit,
or IBU, is 20, higher than any other beer in the same price range.

And brazillians weren’t used to something that bitter.
So, we decided to help a whole country
unlock their tastebuds for Beck’s bitterness.

We’ve created Beck’s Starter Pack. A special 6-pack
that came with lighter beers from the competition
in gradual IBU scale, to unlock
their tastebuds for Beck’s bitterness.

The pack sold out in 48 hours.

Credits:
Agency: AKQA São Paulo
CCO: Diego Machado, Hugo Veiga
ECD: Renato Zandoná
ACD: Christiano Velluntini
Art Director: Camila Shoji
Copywriter: Raphael Valenti
Director: Pedro Tejada
Production Company: Stink
Audio Company: Hefty

                                                                                                                                                                     Case Study




                                                                                                                                                                             TVC
                                                                               

OMEN | ACHIEVE GAMEFULNESS

Can gaming make you smarter?

My mom always said no, but according to some scientists and researchers, it does. It can make you more focused and improve your stamina and responsiveness. Ouch, mom.

With this insight in our desks, we created a tongue in cheek campaign that united 2 things I love the most - gaming and poking fun at the mindfulness hype. If gaming can make you better, gaming is a lot like mindfulness. That’s how gamefulness was created.

In these three 30’’ spots, gamers are led by “The Masters” to train at the "Gamer Training Institute," where they can strengthen their real life abilities through gaming. Oh, and we didn’t forget brains that glows according to the beat of a song and of course, humans pyramids. You can’t have a gamefulness campaign without humans pyramids.

Credits:
Agency: Wieden + Kennedy Shanghai
ECD: Ian Toombs, Vivian Yong
Creative Directos: Tree Chan
Copywriters: Nick Partyka, Christy Chen, Aier Xu, Raphael Valenti
Art Director: Follen See, César Farah, Matteo Marchionni
Director: The Sacred Eggs
Production Company: Hamlet