The project, started by the youngest Roca brother to find a way to allow people who have lost their sense of taste to taste chocolate one more time and culminated in a moving documentary that chronicled the research and its application.
Roca teamed up with BBVA (Banco Bilbao Vizcaya Argentaria) on the initiative which was backed by pioneering research in neuroscience and sensory management. The aim was to recapture the sensation of tasting chocolate by stimulating other senses and triggering stored memories of those affected with loss of taste.
Roca created personalised desserts for the participants based on their sensory memory and recall of their experience with chocolate in the past.
The subject is close to the chef’s heart as he suffers from a rare neurological disease that affects his voice and throat. His friend, the chef Orio Blanes, has been living with dysgeusia for two years, and that also inspired Roca to create the documentary.
The Stevie awards are accolades for the advertising industry El sentido del cacao (The Sense of Cocoa) won five gold Stevie awards and one silver. The emotional piece won major categories like Best Branded Content and Best Marketing Campaign of the Year in Financial Services. The documentary also won in the categories: Best Public Relations Campaign of the Year for Media Relations, Best Documentary and Most Innovative Public Relations of the Year. It took the silver in the category for the Best Communications Campaign for Community Engagement.