BBVA came to us with a challenge: to develop an emblematic idea that could embody their brand purpose, Creando Oportunidades (Creating Opportunities), within the framework of their historical collaboration with the restaurant Celler de Can Roca. With this backdrop of creativity, technology and a future-driven spirit, they encouraged us to discover the connection between them and social issues with a global impact. Our basic premise was simple, yet revealing: who might be deprived from enjoying food as a symbol of memory, pleasure and connection?
El sentido del cacao is an innovative Project inspired in BBVA’s brand purpose, ‘’Creando Oportunidades’’, in collaboration with Jordi Roca, chef of the Michelin 3-star restaurant El Celler de Can Roca. This scientific-culinary journey was developed by experts at BBVA, CSIC, Fundación Cerebro and the Red Olfativa Española (Spanish Olfactory Network), among others, in an attempt to give flavor back to a group of people who have lost their ability to savor.After conducting a prior research, we discovered that one out of five people in the world suffer from flavor alterations (dysgeusia). The most common consequences of this disorder include frustration, social isolation or depression, yet most of society is unaware of its existence. What if BBVA could give this group of people back the sense of taste they have lost? This was the starting point for a year-long research, resulting in the design of a customizable set and a cocoa-flavored dessert that could adapt to each participant’s disorder.This groundbreaking project that included neurosciences, gastrophysics and sensory management, was also recorded for a documentary and resulted in a limited edition of chocolates, to draw the world’s attention to a condition that affects 17% of the global population.
Repercussion in 32 countries with 12 million Euros in earned media and almost a billion prints. Social conversation with 98% positive sentiment and dozens of thank-you letters received by BBVA and Celler de Can Roca.
"'The Sense of Chocolate' helped us embody BBVA's corporate value proposition in a touching and impactful way, linking it to creating opportunities in a new era. Through this project, and thanks to our alliance with our strategic partner (El Celler de Can Roca), we shared our company's social promise and corporate values with a global audience."
Global Director of Marketing for BBVA