Content agency Drum created the shop and planning and buying was handled by PhD and FUSE
The stunt, created by OMG UK content agency Drum, will be shown online across social and VoD. Natural beauty brand Burt’s Bees is addressing the serious issues surrounding bees through a video short, that presents a stark vision of a world without bees.
Burt’s Bees tasked Drum with creating a buzz around bees to spread the message that bees are a critical element of biodiversity and have a deep impact on important issues of human and environmental health.
Drum decided to capture people’s attention by creating a hidden-camera pop-up flower shop on Kensington High Street in which shoppers were presented with an array of beautiful wildflowers, herbs and plants. Whilst unsuspecting customers, including the internationally renowned model, Winnie Harlow, enter the shop, the flowers begin to disappear from shelves and the once flower-filled walls rotate to reveal bare shelves, much to the surprise and confusion of the customer. When the shop has no more flowers left, the florist reveals the previously hidden message ‘A world without bees is a world without flowers. #BringBackTheBees’
Burt’s Bees is getting involved to #BringBackTheBees, raising awareness and also helping to rebuild nourishing habitats for bees. The brand, in association with the British Beekeepers Association and its Adopt a Beehive scheme, is pledging to plant wild flower seeds across the UK to ensure bees are able to continue thriving.
Campaign activity will also include releasing a limited edition #BringBacktheBees lip balm and with each pack sold Burt’s Bees pledges to plant 5,000 bee-friendly wild flower seeds, in partnership with the British Beekeepers Association, through its Adopt a Beehive, in selected areas in the UK, offering nearby bees a nutritious and much-needed feast. In addition, there will be a #SelflessSelfie social media initiative in which 5,000 wildflowers will be planted for every selfie taken using the specially created filter at http://bringbackthebees.burtsbees.co.uk/en_UK/
Sarah Cabey from Drum said, “We are really excited to be working with Burt’s Bees for the first time on a campaign with such an important message. We wanted to create an engaging film which highlighted the plight of the bees whilst still being accessible to the audience. We hope viewers will want to help change the future for bees by joining the #BringBackTheBees movement.
Strategy:PHD & Drum
Producers:Emma Carter, Natasha Gottlieb and Maree Gecks
Media Planners:UK MEDIA PLANNERS: Chris Magniac & Becci Dive
Media Planner: PHD
Creative Director:Claire Baker
Creative:Tom Angell and Madina Paulig
Account Manager:Sarah Cabey, Tamarin Williamson and Samira Bouazza-Marouf
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