The economic crisis that shook Spain in 2008 was a turning point for the reputation of financial institutions. Since then, banks have been viewed as structures lacking in solidarity and cold, detached from the social reality they operate in.

After this, in 2017 the bank BBVA redefined its corporate purpose as “Creating opportunities”, which outlines the bank’s commitments to make the opportunities of a new era available to everyone.

Inspired by this purpose and aligned with the sponsorship strategy of the bank with the Roca Brothers (chefs at the three-Michelin-starred restaurant El Celler de Can Roca), BBVA challenged us to develop an emblematic idea that could embody its brand purpose within a context of creativity, technology and a spirit of overcoming problems at a global level.

Nearly 17% of the population is affected by permanent alterations in taste. 17% is equivalent to 1.27 billion people.

The absence of social awareness about these ailments causes a feeling of isolation, depression and a lack of understanding, resulting in major life changes. Very few people understand this until they experience it.

As part of the “Creating Opportunities” initiative, BBVA and Jordi Roca (the World’s Best Pastry Chef) have created El sentido del cacao (The Sense of Cocoa), the first experience aimed at making it possible for a group of people with alterations in taste to once again savor something as important as chocolate, at least for a moment. .

The project, embodied in a 20-minute brand film, is about a groundbreaking research initiative based on key aspects of neuroscience and sensory management to develop the first non-invasive sensory stimulation method that uses memories to restore a “lost” sense.

The project’s main insight is simple: We are all familiar with the terms that describe people who cannot see or hear, but how do we refer to people who are unable to taste?

Based on this idea, the fundamental goal has been to share the results of the collaboration between BBVA and Jordi Roca. As part of the “Creating Opportunities” concept, this groundbreaking initiative aims to raise awareness about taste disorders.

To reach the target audience of this financial institution that primarily operates in Europe, the United States and LATAM, a short documentary titled El sentido del cacao (The Sense of Cocoa) was created. It starred chef Jordi Roca, a BBVA brand ambassador who is well known throughout the world (particularly in the key markets) and is famous for his inspiring personality, spirit of personal achievement and extraordinary creativity.

This is the first experience designed in order for a group of people with taste disorders to recover their sense of taste through chocolate and thus highlight, in public opinion, the situation of hundreds of millions of people internationally who suffer from dysgeusia.

We arranged institutional partnerships with eight public and private scientific bodies in order to create a multidisciplinary team and make the initiative more visible.

Alongside them, we embarked on a year-long qualitative research project based on neuroscience and sensory management. All of this data was provided to Jordi Roca, with whom we designed customised desserts and a multi-sensory experience that enabled, each participant, to once again taste “their” ideal chocolate. We created an informative website for the project (that hosted the documentary).

We created a limited-edition charity line of chocolates inspired by the stories and disorders of the participants and sold them in order to continue researching.

-In Spain, the news was covered in 30 of BBVA’s tier1 media, including the nation’s five most watched TV channels.

-Globally, the story was covered in more than 30 countries (f. e. TheTimes, TheNewYorkTimes, O Globo, El Comercio or AlJazeera)

-At the core of the project lies an issue that few people are aware of, so it does not receive the necessary attention. The documentary became a symbol for everyone with this disorder.

-Thousands of comments on social media thanked BBVA and Jordi Roca for making this project possible.

-More than 30 letters to Celler de Can Roca from people with this ailment to express their appreciation: “You cannot imagine what this project has meant to me. Thanks to you, whenever I feel like crying because I am unable to taste, I will smile instead.”

-The solidary chocolates ran out in less than 48 hours.