As Colony Collapse Disorder threatened the US bee population, agency planners recognised that 40 per cent of the natural flavours used in Häagen-Dazs ice cream could disappear – and with it, one third of all the natural products we eat. This viral film was one aspect of an integrated campaign created to help bring the honey bee back. The film was awarded the coveted FWA’s favourite viral video of 2008. The campaign resulted in one of the fastest moving media and PR stories of 2008, real contributions to bee research, renewed revenue growth and, ultimately testimony before Congress to save the honey bee.
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