Client: World Wildlife Foundation.
Team: Julie Elizabeth Taylor (CW), Sanela Delahmetovic (ACCT), Katie Nugent-Bowman (Additional AD)
Problem: The bees population is rapidly declining, despite being responsible for pollinating 1/3 of the world's crops.
Insight: People do not care as it does not directly impact them...yet.
Big Idea: "The bees will still sting you once they're gone".
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Campaign:
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Partner with Metro and advertise a mock High end brand called ‘Strawberry Rouge: The Scarlett Line.'
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Online ads and print takeover, treating the fruit like a piece of designer jewelry.
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Create website advertising the expensive fruit.
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Ambient ad, showcase the $50 berry in a glass display on a gold pedestal in stores.
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Feature berry on Breakfast Television, where a WWF Representative reveals it is an ordinary strawberry, but expensive food could be a reality when the bees die out and there is a massive crop shortage.
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Use showcase impressions and Breakfast Television reveal as pre-rolls and tv spots.
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Strawberry website now links to a new site teaching consumers how to help save the bees.
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Launch new series of ads, showcasing other products such as coffee and chocolate that will be lost if the bees die out.