Guerrilla: Shopping bag
Headline: Embrace bees
Subhead: They are responsible for 90% of our food sources
Taglines: Banish bad bee perception today at worldwildlife.org
The campaign demonstrates how bees affect 90% of our food supply. The honeybee’s silhouette on the front of the shopping bag is filled in with transparent material. By picking up the bag filled with food, which the bees made possible, people are embracing the bees. The bags include educational facts to show the close relationship between humans, food, and honeybees.
Ambient: Bouquet Wrapping
Headline: Bees have a green thumb
Subhead: They are responsible for 90% of our food source
Taglines: Banish bad bee perception today at worldwildlife.org
When people go to the grocery store, they will see the ambient advertising comparing fresh roses with gray roses, which reveals how many industrial things affect nature. Then, when people pick up a bouquet of flowers they will see each bouquet is wrapped with a transparent sleeve that reads, “Bees have a green thumb.”
Ambient: Farmer’s Market Wall
Headline: Banish Bad Bee Perception at world
Card-line: Banish Bad Bee Perception atworldwildlife.org
Subhead: They are responsible for 90% of our food source
This ambient advertising put on the farmer’s market wall with honeybee pin and one card reflects the problem of the reduction in the bee population. Numbers of bees are destroyed because they cannot find places to build honeycombs among so many human concrete structures. If people remain unaware of the honeybees’ survival problem, within 10~15 years humans will have nothing to eat.
• Who
Parents buy food from organic markets or farmers' markets.
These people shop for food during weekends. They try to eat and live healthier, not only buying fresh foods but also are willing to contribute efforts to improve and make it a better place.
• To
Donate for WWF.
Due to this educational campaign, donors can help WWF's works in raising the current honeybee population.
Even the smallest creatures can change our life.
Help people understand that little honeybees play a vital role in our food supply.
• By Idea
90% of fresh products will disappear.
When these people understand that bees have a significant influence on their life, they'll feel inclined to donate to WWF. In particular, 90% of fresh fruits and vegetables will disappear if the bees don't work anymore.
Human beings will have nothing to eat in 10~15 years.
We cannot be unaware of the honeybees' survival problem because within 10~15 years people will have nothing to eat. Bees support an enormous amount of our food production, and they bond with 90% of the food supply.