Zurich Highlights the Forgotten Pandemic Aftereffect of Anosmia with “The Lost Sense Experience” – Helping People Reclaim Their Scent Memories

“Suddenly, a part of my memories is missing” – with these poignant words, Zurich Group Germany shines a light on a previously overlooked consequence of the pandemic: the loss of the sense of smell (anosmia) and its profound impact on memory.

More than four million people in Germany experienced partial or total loss of smell due to a Covid-19 infection. Many continue to struggle with this invisible symptom – along with the fading of scent-based memories like the smell of the ocean, fresh bread, or a loved one’s perfume.

Zurich addresses this in its latest campaign dedicated to protecting people’s “favorite moments” by raising awareness of the connection between smell and memory – through the immersive exhibition “The Lost Sense Experience,” running from August 1–3, 2025, at the Julia Stoschek Foundation in Berlin.

The exhibition is based on real stories from those affected. Their scent memories of childhood, travel, or relationships were interpreted using artificial intelligence through visuals, soundscapes, and personalized scents, created in partnership with Algorithmic Perfumery (NL).

The campaign is supported by an extensive out-of-home and social media strategy. At its core lies the idea of protecting personal memories as part of a holistic insurance approach that goes far beyond traditional policies.

A special highlight: visitors receive a free scent kit for scientific smell training, also available to order online. The goal is to help people regain their sense of smell – and with it, part of their emotional world.

“Our sense of smell is closely tied to our emotional memory,” says Prof. Dr. Thomas Hummel of the University Hospital Dresden. “Targeted smell training is currently the most effective method to restore olfactory function after a viral infection.”

Zurich collaborates with leading researchers such as Prof. Dr. Antje Hähner, Dr. Helene Radbruch, and Dr. Peter Mombaerts. The campaign was developed by the Berlin-based creative agency PRESENCE, with OMD and Concrete Candy supporting media and OOH rollout. The artistic production involves Domestic Data Streamers (Barcelona), Volker Conradus, Studio De Pasquale, Hometown, and Mosche Sound Design.

Through this unique campaign, Zurich creates a bridge between art, science, and brand storytelling – and proves that insurance can also speak to the heart.