DRUM were tasked by beauty brand Burt’s Bees to create an immersive nature inspired installation to promote its sustainably made, all-natural tinted lip-balm range.
The objective of the installation was to showcase to the public just how important nature is to Burt’s Bees as a brand. Nature took over Covent Garden as the installation featured an illusion of a natural oasis, alongside a jungle of blooming flowers, all of which take inspiration from Burt’s Bees’ tinted lip balms.
The installation was created and managed by DRUM, in partnership with Graffiti Life and The Dirty Fingers Club. With the aim being to highlight to the public just how important nature is to Burt’s Bees as a brand. It featured an illusion of a natural oasis, alongside a jungle of blooming flowers, all of which take inspiration from Burt’s Bees’ tinted lip balms. The installation highlighted what would happen if we let nature reclaim urban environments.
The campaign also featured social content and a competition, encouraging consumers to share photos on their Instagram channels, tagging @BurtsBeesUK and using the #BeATrueForceOfNature to be in with a chance of winning one of four £250 glamping experiences.
The installation provided a visual representation of what it is to be a true force of nature, as well as showcasing the natural credentials of our tinted lip balms.
The installation produced amazing results. Overall the installation had 2,471 engagements vs. a benchmark of 360, delivering a whopping 571% over delivery. On average, the dwell time was between 5-10 minutes.