'J.viewz' is a New York-based artist who plays music with fruit. Advertising agency Republica recognized his talents and decided to combine his creativity with 'Irma,' a grocery store in Denmark for an innovative and unusual campaign.
Irma is the world's second oldest grocer, established 127 years ago. Republica notes that the store is "quite conservative," and has never advertised on television, let alone made a video for YouTube. Although food is something that sells itself, this video should give Irma a leg up on its competitors.
The campaign features 'J.viewz' using fruit as instruments for his electronic music, tapping them just as you would a set of drums or a keyboard. The intent of the campaign is meant to be an immersive sensory experience that expands the appeal of fresh produce to more than just one's taste buds.