In a world where our choices shape the destiny of generations, BBK Foundation, a trailblazing socioeconomic entity in Biscay, has unveiled a strategic plan aimed at fortifying the Welfare State while nurturing sustainable competitiveness. At the heart of this initiative lies a captivating tale of environmental consciousness, societal awakening, and a futuristic Bilbao through a thought-provoking short film named “Bihar,” meaning “Tomorrow” in Basque.

Awakening Environmental Consciousness:
The BBK Foundation’s commitment to sustainable models lies in addressing a pressing concern among the youth — climate change. As per surveys, 75% of young people find the future terrifying, fostering a sense of defeatism in 56% who believe humanity is “already doomed.” To counteract this mindset, BBK launched a campaign encouraging society to realize the impact of individual decisions on our collective future.

Art as a Catalyst for Change:
To spark a social debate and capture the public’s attention, BBK collaborated with hyper-realist artist Rubén Orozco to create a live sculpture in Bilbao Estuary. This sculpture, symbolizing future generations, appeared and disappeared with the ebb and flow of the tides, metaphorically illustrating how each action conditions our future. The sculpture served as a teaser for a short fiction film that delves into a dystopian Bilbao, compelling viewers to reflect on the consequences of unsustainable models.

The Unveiling of Bihar:
Bihar, the protagonist of the short film, emerges as a girl born in 2020 amidst the Covid-19 pandemic. Living in a society gradually disintegrating over the years, Bihar’s journey explores moments of struggle, addressing situations pushing her to the limit. Despite its futuristic setting, the film presents a realistic portrayal of a potential future, urging viewers to consider the consequences of maintaining unsustainable models.

Futuristic Realism:
To lend credibility to the futuristic narrative, BBK adopted a prospective approach, enlisting the expertise of renowned futuristic professional Jordi Serra. Months of research and trend analysis enabled the creation of a storyline grounded in credible and likely scenarios. This exercise in reflection prompts us to contemplate the changes occurring today and envisage a future that could materialize if sustainable commitments are not embraced.

Global Impact:
The success of BBK’s endeavor extended beyond Biscay, with Bihar’s story traveling the world. The short film garnered over 300 million views on social media, attaining viral status. Recognizing its impact, the film was broadcast during peak audience times on the main television channel in the Basque Country – eitb.

Conclusion:
Bihar stands not just as a work of art or a captivating short film but as a call to action. BBK’s initiative encourages individuals to consider the consequences of their decisions, fostering a commitment to sustainable competitiveness. Through the marriage of art, cinema, and foresight, Bihar serves as a powerful reminder that our choices today sculpt the sustainable future we all aspire to inhabit.

Credits
Campaign: Bihar
Production Company: Antiestático, Madrid
Advertiser Brand: BBK Foundation
Advertising Agency: LLYC, Madrid

This campaign is about:
Sustainable Future Initiatives, Estuary of Bilbao Bihar, Short Film, Environmental Consciousness, Future Generations, Climate Change, Awareness, Bilbao, Impactful, Outdoor Campaign