Re-Think Porto Wine

Marketing & Publicity – Neuromarketing

An audio-visual interactive performance created by the muarts team and the Hand-Coded visual artists team for a Churchill’s Port event.

In the way that human emotions are very subjective and very dificult to assess and they are mostly evaluated by means of self-reported questionnaires and assessments, focus group or psychological interviews, mainly regarding the field of marketing and publicity. We propose, and based in this new line of research, to use this cost-effective and off-the-shelf neuro-headsets to estimate human emotions and brain states applied to eld of marketing.

There are many studies in the eld of Neuromarketing where EEG is used as a measure technique. In this specific project and acting as proof of concept we used real-time EEG to undertake a publicity campaign for the Port-Wine brand Churchills Grahams, Lda. We named this model as Interactive Neuromarketing. For this project we used the model underlying Neurofeedback of translating, in real-time, the activity of the brain while costumers were blind-tasting three different types of Port-Wine and converting it in an audio-visual information for the rest of the crowd to see it.

With this in mind we intended to create a new kind of brand activation event where the client would interact with the product in two different ways: the classical way of tasting it (blind-tasting) and the new way of perceiving their brain reaction to the Port-wine in real-time. In this way the client would leave the event with 3 different cues of which wine and mainly of the wine he/she liked the most: a taste cue, a visual cue and an auditory cue, being the last two cues real-time reflections of their brain reaction to the Port-Wine.

To create a more interactive piece and environment we gathered the information from the taster’s brain in order to generate a dynamic animation for the projection on the bottle.

This allowed to:

visualize the neurodata as it’s being collected and see the impact of the beverage on the user’s brain in real-time

create a unique animation and experience from one user to another

produce animations of various length on the y, adapting to the sometimes unexpected nature of live performances

play with interesting generative patters

 generate an infinite amount of variations in the animation overtime


The animation of the patterns showcased the sensations of the person tasting the wine in real-time. We developed an algorithm that was used to animate the patterns depending on the brain data. We also developed an algorithm to animate the pattern of the favourite wine based on the overall results of the neuro data analysis. The algorithms developed for the animation did not only took into account the neuro-data but also re ected the specicity of each wine. We developed individual algorithms for the animation of each wine tasting patterns. The characteristics of each wine transpired through the movement and rhythm of its animation. Technically we have used an EEG (electroencephalogram) Interaxon Muse and a prototype application named #FindingSomething- BondingSound (developed by our team) to acquire and translate the brain data; trigger the generative patters located in a MaxMSP jitter patch and the sounds located in the Ableton Live music production software.

The sounds and the video clips projected were controlled by the mind according to a MaxMSP “engagement algorithm” (developed by our team) and we had approximately 95% accuracy score in guessing which wine the participants liked the most. We used one big projector with 6000 lumens and a normal Stereo PA. The patters were being projected in a 5-meter-high insufferable bottle with Video Mapping for this project.

Our Client

Related Projects