BBK: The Price To Pay

BBK asked us to continue with its challenge of extending the concept of Sustainable Competitiveness to continue optimizing the Welfare State of Vizcaya and to continue promoting sustainable models in society. On this occasion, we focused on the strategic reflection behind the construction of the price. 
 
Through this project, we sought to sow a reflection and encourage a change in the system that promotes and guarantees equal conditions and rights for those who choose to base their business activities on sustainable competitiveness.

The Price to Pay had a two-phase conceptualization, the expectation phase with the appearance of the “breakage” of the suspension bridge and the unveiling phase where it was revealed that it was an awareness-raising action by BBK.
 
All the local and national media made the breaking of the emblematic suspension bridge and the subsequent unveiling of the initiative by BBK with a 100% positive tone.

Under the context of sustainable competitiveness arises The Price to Pay, an initiative which shows that behind the price of a product or service there is more than a figure. Behind a figure there is progress: there are workers, raw materials, regulations, legality and transparency. However, when this is established at the expense of accepting anything, that is when the other price appears: the price to be paid. The price we all pay with our progress.
 
This message was materialized in a 360 action with three key elements: the deterioration of the bridge of Bizkaia, a video piece that reflects the reflection raised around the construction of the price and immersive experience inside a physical container to involve citizens to know the initiative.