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Capital Bee - Saving London's Bees

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2012

Einstein said that if bees die out, we will die out. In just four years. With London’s bee numbers declining rapidly, we set out to raise awareness amongst Londoners of the plight of the city’s bees, soften the image of bees to encourage action, and drive Londoners online to discover simple ways to help. We took a risk. We used (already) dead bees to save live ones. Inspired by the dead fly art of Magnus Muhr, we portrayed the bees as ‘little Londoners’, characters in trouble, in real life situations that human Londoners would relate to, whose charm and cuteness inspired Londoners to want to help. This work was also selected in the Direct Response/Press & Poster and Art Direction for Direct categories.

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