Bring Back The Bees

Bees are in trouble and that’s why Burt’s Bees® asked DRUM to help to #BringBackTheBees. It turns out bees do more than most people realise— for such small, short-lived creatures, they do a lot of heavy lifting to keep life on Earth in balance. They make 1/3 of our nutritious fruits and vegetables possible, and they function as a buzzing alarm system for our planet’s ecosystem. Basically, bees are magical fuzzy little flower-hopping life-bringers. But there were many complex and sensitive contributing factors as to why Bees are dying which we needed to simplify in our messaging without trivialising the importance of the cause and Burt’s Bees role within it. All the while working with a very limited budget, which required the campaign to have social currency, cut through and be clearly attributed to Burt’s Bee. Wildflowers & bees depend on each other, 'a world without flowers, is a world without bees'- we wanted to tap into something women already love i.e. flowers and get them to experience the shocking reality of bees dying, as without wild flowers, bees don't get the nutrients they need to survive and without bees pollination can't occur, so there would be no flowers! So, to bring this insight to life, DRUM set up a picturesque flower shop, rigged with trickery to surprise unsuspecting shoppers, we also brought in some top talent, one of which was top model and activist Winnie Harlow. As the florist creates bouquets, the flowers and plants in the shop, start to disappear, turning the store into a stark empty space. The final denouncement reveals the vision of a world without bees, much to people’s surprise, sadness and astonishment. We also invited the audience to be part of our campaign to replant millions of wildflowers by showing their support in social media, or by buying limited edition ‘Bring Back the Bees’ products. This campaign resulted in both a positive lift in brand awareness (7.4% uplift vs. 7% as Industry standard) and consideration (10.6% uplift vs. 7% as Industry standard). Sales of the limited edition lip balm: 750% increase. Views 3.2m, Shares 24,968, Share Rate 0.78%, Video Reach; Total Reach = 9,339,302, Organic Reach = 3,031,784 (significant increase of 32%), Paid Reach = 6,307,518 Our social films performed well in terms of share rate compared to other ‘cause’ videos. Facebook Reactions were very positive towards the campaign, of 58,096 Reactions, 84.5% were Likes.

CREDITS

Creative Director

Claire Baker

Art Direction + Design

Michael Ballantyne

Music + Sound Production

Angell Sound

Business DIrector

Sarah Cabey

Creatives

Tom Angell and Madina Paulig

Producers

Emma Carter, Natasha Gottlieb and Maree Gecks

Director

Marcus Leversedge