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The brand is a new venture from the owners of the popular Gaucho group of Argentinian restaurants. A computer programme captures six core elements of the ice cream flavour.

The response data (sweetness, richness, creaminess, juiciness and so on) are fed into the program to define how the visuals look. The creative team included OgilvyOne’s Rae Stones and Fiona Sanday who worked with Andrew Shoben from Greyworld, an art collective. The public were invited to view Taste at the Menier Gallery last week.

This article was first published on Campaign Work

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