The transformative power of decisions

What happens when we choose the hardest path?
That we can build a better future for our territory.

Ten years ago, BBK faced one of the most important decisions in its history: becoming a Banking Foundation and maintaining control of Kutxabank. It was a leap into the void, a roots commitment to its roots and continuing to be an economic and social engine of the territory.

This commemorative campaign, around an inspiring documentary and various cultural actions, wants to pay tribute to the transforming power of conscious decisions. Because every choice counts, and those that are taken with foresight can change everything.

This documentary brings together 20 key spokespersons from the economic, cultural and social sphere of Bizkaia to reflect on the real impact that the BBK Banking Foundation has had in its first decade. Through reflections, it addresses the vertigo of making difficult decisions and the importance of betting on a model of sustainable development, rooted in the territory and oriented to the common good.

Participants include leading figures such as Xabier Sagredo (Chairman of the BBK Banking Foundation), Eduardo Ruiz de Gordejuela (CEO of Kutxabank), Juan Ignacio Vidarte (General Director of the Guggenheim Museum Bilbao), Guillermo Dorronsoro (Economist and professor at Deusto Business School), Álex Arteche (CEO of the Arteche Group), among others who share a common vision: to build the future through conscious, courageous decisions with real impact.

10 years, 10 actions

To commemorate these ten years, the BBK Banking Foundation has designed a special program of activities that will run until November, with the aim of bringing its work and impact in Bizkaia throughout this decade closer to citizens.

• Solstizium, an immersive artistic experience held in Sala BBK during last Christmas and attended by more than 19,000 people.
• BBK BrainLab, a new laboratory to research into diseases of the nervous system.
• Exclusive meeting with ETS in Sala BBK, as a prelude to the unique concerts of ETS for its 20th anniversary.
• BBK ESG HUB 2025 Awards, for organizations with a sustainable and social approach.
• Unpublished concert in the Ría de Bilbao to celebrate the anniversary.
• International art projects combining art and technology
• A new music event for young people organized by BBK.
• Taking art to the streets with local protagonists.
• New immersive experience in Sala BBK open to all audiences
• Multi-sensory show for the elderly people.

Deciding is moving forward

The 10th anniversary campaign focuses on the importance of decisions that shape the course of a life or an organization’s future. We are not talking about the daily decisions that we make almost without thinking, but those that truly define our journey. Those that confront us with the vertigo of the unknown and force us to choose conscientiously.

This is the feeling that the BBK Bank Foundation wanted to convey with this commemorative campaign. A courageous look at the recent past, both in the main documentary and in this audiovisual piece, which served as the launching pad of the campaign.