Creamyworld is an interactive VR experience triggered by eating a piece of Castello Creamy White Cheese.
While eating the piece of cheese, the user is taken into Creamyworld's VR, where they can interact with creamy objects, heightening the creamy flavour of the cheese.
The experience lasts around 60 seconds, roughly the length of time the cheese flavour lasts in your mouth.
We created a bespoke spoon for the experience, made with an Oculus Rift controller and a 3D printed spoon attachment.
Creamyworld has been rolled out in Europe and the UK.