Agency: LLYC Client: BBVA Project: El Sentido del Cacao
Inspired by BBVA’s corporate mission of “Creating Opportunities”, and as part of the bank’s strategic sponsorship alliance with the Roca brothers (owners of Michelin three-starred restaurant El Celler de Can Roca), BBVA challenged its agency to develop an idea capable of shaping its brand mission: to make explicitly tangible its role as an opportunities creator.
Its solution was to shine a light on the little known fact that almost one in every five people in the world suffer from taste alterations, resulting in social isolation and depression.
In order to fulfil BBVA’s mission it pioneered a project based on one of the most evocative products within the gastronomy tradition - cocoa - and made into a documentary.
‘The sense of coca’ narrates the research process carried out by BBVA teams and Jordi Roca, the pastry chef at El Celler. It showed the development of the project from the launch of the challenge up to the undertaking of the final experience, where the participants could recover the taste of chocolate. The documentary also gave testimonies to people who suffer from taste alterations and explained how this condition impacts their lives.
Globally, the story was covered in more than 30 countries and in Spain, the news was covered in 30 of BBVA’s top tier media, including the nation’s five most watched TV channels. There were 1 million video-viewings on YouTube and more than 40,000 interactions on social media.
Judge’s comment: “Really creative and insightful. Amazingly shot and a feast for the senses.”