Seeds for the Future is a great example of how a brand is able to focus on an issue such as the loss of biodiversity, through agreements and partnerships with other companies to legitimize its content. FAO estimates that within the last century, 75% of agricultural species have become extinct. This cultivation extinction is not only a risk to our planet but also to our own health, legacy and culture. Bearing that in mind, we realized that maybe food production and the extinction of some ingredients can be the ultimate tool for a change. This is the main topic explored in “Seeds for the Future”, a BBVA’s documentary that portrays the journey of the three-Michelin Star chefs leading the “El Celler de Can Roca” restaurant. Starring Joan, Josep and Jordi Roca, the video focuses on the alarming extinction of our biodiversity, an issue that chefs are experiencing in their local environment. The chefs begin a journey in which the main goal is to preserve their gastronomic and family legacy, a challenge related to their mother, who was in charge of the restaurant for 50 years. To accomplish the challenge, they designed a special menu based on extinct ingredients belonging to their home lands. The project lasted more than 18 months in which the chefs traveled to 3 continents, visited more than 10 seed banks and contacted more than 50 experts from organizations such as FAO, CROPTRUST or SLOWFOOD. The documentary had a very positive reception, with more than 240,000 views of the documentary, which continues to increase, and a great presence in national and international media. It also managed to enter the Cinema Cocina Official Section at the 25th Málaga Festival 2022.