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可可的感觉
案例简介：为什么这项工作与娱乐相关？ 这个项目基于一个 “简单” 的反思: 巧克力与情感和记忆相关联，是许多人生活中的基础。然而，全球 17% 的人口有一种扭曲的味觉。传达这个集体的现实和确定潜在的解决方案是这个项目的主要目标 (与BBVA “创造机会” 的目的一致)。 这部纪录片是对未知的冒险，是BBVA及其大使乔迪 · 罗卡的创新和创造力为挣扎中的人们服务的挑战。这篇文章证明了公司可以创造娱乐性、高质量的内容来描绘品牌承诺。 背景 受到BBVA “创造机会” 的企业使命的启发，并作为银行与Roca兄弟 (El Celler de Can Roca餐厅的厨师) 战略赞助联盟的一部分，它有三个米其林星)，BBVA要求我们发展一个能够塑造他们品牌使命的象征性想法，同时提高对一个被忽视的问题的认识。 目的是开发标志性内容，使金融机构能够继续与世界各地的利益相关者联系，这与 “创造机会” 的概念相一致，并通过El Celler de Can Roca和BBVA之间的合作，创造了真实、激动人心和独特的东西。 描述创意 近 17% 的人口受到口味永久性改变的影响。17% 相当于 12.7亿人。 缺乏对这些疾病的社会意识会导致隔离、抑郁和缺乏理解的感觉，导致生活发生重大变化。很少有人明白这一点，直到他们经历它。 作为 “创造机会” 倡议的一部分，BBVA和Jordi Roca (世界上最好的糕点师傅) 创造了El sentido del cacao (可可的感觉)，第一次体验旨在让一群口味改变的人再次品尝像巧克力这样重要的东西成为可能，至少有那么一会儿。。 该项目体现在一部 20 分钟的品牌电影中，是关于一项基于神经科学和感官管理关键方面的开创性研究计划，以开发第一种使用记忆来恢复 “失去” 感觉的非侵入性感官刺激方法。 描述策略 从项目的主要目标开始 -- 通过令人难忘的倡议和与罗卡兄弟的联盟来塑造 “创造机会” 的概念 -- 决定展示这一点的最佳方式是创造独特而 100% 真实的东西。 为此，这篇文章将涵盖这一突破性的举措，以提高对味觉障碍的认识。它将围绕着发现和结果进行，即使倡议没有成功，拍摄也将继续进行。 El sentido del cacao (可可感) 是一种娱乐、简单和可信的方式，为金融机构的品牌使命增值。该项目使人们有可能对纪录片中涉及的主题以及银行及其与世界上最好的餐馆之一的战略联盟产生好奇心。 描述执行 十个月的神经科学和感官研究结束了激活恢复，为每个参与者使用个性化的体验，味觉。 这部纪录片涵盖了一切，以电影的形式发行，而不是传统的广告宣传。自从首映在马德里最重要的电影院之一举行以来，媒体和消费者对这一举措进行了大量讨论，使之成为西班牙的病毒式新闻话题。 那天也标志着该项目网站的启动，该网站包含了关于研究的深入信息以及沉浸式体验立方体/空间的设计。 此外，通过创建一包团结糖果，受到参与者口味变化的启发，公众能够感受到患有这些疾病的人每天的经历。 该项目是与公共科学机构共同开发的，提高了该倡议的知名度和可信度。 描述结果 在西班牙，该新闻被BBVA的 30 家tier1 媒体报道，包括全国五个收视率最高的电视频道。 在全球范围内，这个故事被 30 多个国家报道 (《纽约时报》、《环球时报》、《埃尔 · Comercio》或《半岛电视台》) 该项目的核心在于一个很少有人意识到的问题，因此没有得到必要的关注。这部纪录片成了每个患有这种疾病的人的象征。 社交媒体上成千上万的评论感谢BBVA和Jordi Roca使这个项目成为可能。 有这种疾病的人给塞勒 · 德 · 坎 · 罗卡的 30 多封信表达了他们的感激之情: “你无法想象这个项目对我意味着什么。多亏了你，每当我因为无法品尝而想哭的时候，我都会微笑。" 糖果不到 48 小时就用完了。
可可的感觉
案例简介：Why is this work relevant for Entertainment? This project is based on a ‘simple’ reflection: chocolate is associated with emotions and memories and it’s fundamental in many people’s lives. However, 17% of global population has a distorted sense of taste. Conveying the reality of this collective and identifying potential solutions were this project’s main goals (aligned with BBVA’s purpose of “Creating Opportunities”). This documentary is an adventure into the unknown, a challenge in which innovation and creativity of BBVA and its ambassador Jordi Roca are at the service of people who are struggling. This piece proves that companies can create entertaining, quality content to portray brand commitment. Background Inspired by BBVA’s corporate mission of “Creating Opportunities” and as part of the bank’s strategic sponsorship alliance with the Roca brothers (the chefs at the helm of the restaurant El Celler de Can Roca, which has three Michelin stars), BBVA challenged us to develop an emblematic idea capable of shaping their brand mission while raising awareness about an ignored issue. The aim was to develop emblematic content that would enable the financial institution to continue connecting with its stakeholders throughout the world, that was aligned with the “Creating Opportunities” concept and that made it possible to create something real, exciting and unique through the collaboration between El Celler de Can Roca and BBVA. Describe the creative idea 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. Describe the strategy Starting with the project’s main goal—to shape the “Creating opportunities” concept through a memorable initiative and the alliance with the Roca brothers—it was decided that the best way to show this was by creating something unique and 100% real. To do so, the piece would cover this groundbreaking initiative to increase awareness of taste disorders. It would take place around the discoveries and results, and filming would continue to proceed even if the initiative had not succeeded. El sentido del cacao (The Sense of Cocoa) is an entertaining, easy and credible way of adding value to a financial institution’s brand mission. The project makes it possible to generate curiosity about the topic covered in the documentary as well as about the bank and its strategic alliance with one of the best restaurants in the world. Describe the execution Ten months of neuroscientific and sensory research concluded with an activation to restore, using a personalized experience for each participant, the sense of taste. Everything was covered in the documentary, released as film instead of as a traditional advertising campaign. Since the premiere took place at one of Madrid’s most important movie theaters, there was much talk by media and consumers about the initiative, making it the viral news topic in Spain. That day also marked the launch of the project’s website, which contained in-depth information about the research along with the design of the immersive experiential cube/space. Additionally, by creating a pack of solidarity bonbons inspired by each of the alterations in taste of the participants, the general public was able to feel what people with these disorders go through on a daily basis. The project was developed together with public scientific institutions, increased the initiative’s visibility and credibility. Describe the outcome 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 bonbons ran out in less than 48 hours.
The Sense of Cocoa
案例简介：为什么这项工作与娱乐相关？ 这个项目基于一个 “简单” 的反思: 巧克力与情感和记忆相关联，是许多人生活中的基础。然而，全球 17% 的人口有一种扭曲的味觉。传达这个集体的现实和确定潜在的解决方案是这个项目的主要目标 (与BBVA “创造机会” 的目的一致)。 这部纪录片是对未知的冒险，是BBVA及其大使乔迪 · 罗卡的创新和创造力为挣扎中的人们服务的挑战。这篇文章证明了公司可以创造娱乐性、高质量的内容来描绘品牌承诺。 背景 受到BBVA “创造机会” 的企业使命的启发，并作为银行与Roca兄弟 (El Celler de Can Roca餐厅的厨师) 战略赞助联盟的一部分，它有三个米其林星)，BBVA要求我们发展一个能够塑造他们品牌使命的象征性想法，同时提高对一个被忽视的问题的认识。 目的是开发标志性内容，使金融机构能够继续与世界各地的利益相关者联系，这与 “创造机会” 的概念相一致，并通过El Celler de Can Roca和BBVA之间的合作，创造了真实、激动人心和独特的东西。 描述创意 近 17% 的人口受到口味永久性改变的影响。17% 相当于 12.7亿人。 缺乏对这些疾病的社会意识会导致隔离、抑郁和缺乏理解的感觉，导致生活发生重大变化。很少有人明白这一点，直到他们经历它。 作为 “创造机会” 倡议的一部分，BBVA和Jordi Roca (世界上最好的糕点师傅) 创造了El sentido del cacao (可可的感觉)，第一次体验旨在让一群口味改变的人再次品尝像巧克力这样重要的东西成为可能，至少有那么一会儿。。 该项目体现在一部 20 分钟的品牌电影中，是关于一项基于神经科学和感官管理关键方面的开创性研究计划，以开发第一种使用记忆来恢复 “失去” 感觉的非侵入性感官刺激方法。 描述策略 从项目的主要目标开始 -- 通过令人难忘的倡议和与罗卡兄弟的联盟来塑造 “创造机会” 的概念 -- 决定展示这一点的最佳方式是创造独特而 100% 真实的东西。 为此，这篇文章将涵盖这一突破性的举措，以提高对味觉障碍的认识。它将围绕着发现和结果进行，即使倡议没有成功，拍摄也将继续进行。 El sentido del cacao (可可感) 是一种娱乐、简单和可信的方式，为金融机构的品牌使命增值。该项目使人们有可能对纪录片中涉及的主题以及银行及其与世界上最好的餐馆之一的战略联盟产生好奇心。 描述执行 十个月的神经科学和感官研究结束了激活恢复，为每个参与者使用个性化的体验，味觉。 这部纪录片涵盖了一切，以电影的形式发行，而不是传统的广告宣传。自从首映在马德里最重要的电影院之一举行以来，媒体和消费者对这一举措进行了大量讨论，使之成为西班牙的病毒式新闻话题。 那天也标志着该项目网站的启动，该网站包含了关于研究的深入信息以及沉浸式体验立方体/空间的设计。 此外，通过创建一包团结糖果，受到参与者口味变化的启发，公众能够感受到患有这些疾病的人每天的经历。 该项目是与公共科学机构共同开发的，提高了该倡议的知名度和可信度。 描述结果 在西班牙，该新闻被BBVA的 30 家tier1 媒体报道，包括全国五个收视率最高的电视频道。 在全球范围内，这个故事被 30 多个国家报道 (《纽约时报》、《环球时报》、《埃尔 · Comercio》或《半岛电视台》) 该项目的核心在于一个很少有人意识到的问题，因此没有得到必要的关注。这部纪录片成了每个患有这种疾病的人的象征。 社交媒体上成千上万的评论感谢BBVA和Jordi Roca使这个项目成为可能。 有这种疾病的人给塞勒 · 德 · 坎 · 罗卡的 30 多封信表达了他们的感激之情: “你无法想象这个项目对我意味着什么。多亏了你，每当我因为无法品尝而想哭的时候，我都会微笑。" 糖果不到 48 小时就用完了。
The Sense of Cocoa
案例简介：Why is this work relevant for Entertainment? This project is based on a ‘simple’ reflection: chocolate is associated with emotions and memories and it’s fundamental in many people’s lives. However, 17% of global population has a distorted sense of taste. Conveying the reality of this collective and identifying potential solutions were this project’s main goals (aligned with BBVA’s purpose of “Creating Opportunities”). This documentary is an adventure into the unknown, a challenge in which innovation and creativity of BBVA and its ambassador Jordi Roca are at the service of people who are struggling. This piece proves that companies can create entertaining, quality content to portray brand commitment. Background Inspired by BBVA’s corporate mission of “Creating Opportunities” and as part of the bank’s strategic sponsorship alliance with the Roca brothers (the chefs at the helm of the restaurant El Celler de Can Roca, which has three Michelin stars), BBVA challenged us to develop an emblematic idea capable of shaping their brand mission while raising awareness about an ignored issue. The aim was to develop emblematic content that would enable the financial institution to continue connecting with its stakeholders throughout the world, that was aligned with the “Creating Opportunities” concept and that made it possible to create something real, exciting and unique through the collaboration between El Celler de Can Roca and BBVA. Describe the creative idea 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. Describe the strategy Starting with the project’s main goal—to shape the “Creating opportunities” concept through a memorable initiative and the alliance with the Roca brothers—it was decided that the best way to show this was by creating something unique and 100% real. To do so, the piece would cover this groundbreaking initiative to increase awareness of taste disorders. It would take place around the discoveries and results, and filming would continue to proceed even if the initiative had not succeeded. El sentido del cacao (The Sense of Cocoa) is an entertaining, easy and credible way of adding value to a financial institution’s brand mission. The project makes it possible to generate curiosity about the topic covered in the documentary as well as about the bank and its strategic alliance with one of the best restaurants in the world. Describe the execution Ten months of neuroscientific and sensory research concluded with an activation to restore, using a personalized experience for each participant, the sense of taste. Everything was covered in the documentary, released as film instead of as a traditional advertising campaign. Since the premiere took place at one of Madrid’s most important movie theaters, there was much talk by media and consumers about the initiative, making it the viral news topic in Spain. That day also marked the launch of the project’s website, which contained in-depth information about the research along with the design of the immersive experiential cube/space. Additionally, by creating a pack of solidarity bonbons inspired by each of the alterations in taste of the participants, the general public was able to feel what people with these disorders go through on a daily basis. The project was developed together with public scientific institutions, increased the initiative’s visibility and credibility. Describe the outcome 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 bonbons ran out in less than 48 hours.
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