This campaign was carried out in the Basque Country, a region in the north of Spain that has its own language, Basque. The brand that owns the campaign, BBK Foundation, has been working to improve the region for many years on many different levels, with a higher focus on sustainability and social wellness.

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Bihar is a clear example of the power of a single image to create a social and media conversation about a persistent concern in society, especially among young people: the future of society, climate change and the need to change established socio-economic models.

To create the sculpture, detailed measurements and photographs of the face were taken and an analysis of the tides of the estuary was carried out in order to calculate the measurements and create the effect. The sculpture not only served as an eye-catcher but also as a teaser for the short fiction film in which sustainable competitiveness was explained in depth, constructed with the help of prospectivists and futurist experts.

One of the keys was to be able to stir consciences, but without being completely fatalistic. The ups and downs of the water allowed us to see that positive spin, representing that we can still decide.