Quite the Buzzzz

With all the advertisements being thrown at consumers everyday, it’s hard for brands to break through the constant clutter. One company in particular recently went through great lengths to create a living billboard.

Honey Nut Cheerios wanted to physically create a message, instead of just broadcasting one. This project included 2 million flowers, and roughly half a million live bees. The company wanted to bring advertising into a three dimensional structure. Once completed, the billboard was three stories high. Three hives were on the third floor and seven more were located nearby on the property. All of the hives were used to produce 25 gallons of honey.

The living billboard attracted bee enthusiasts from all over the country, as well as locals and of course the media. On November 14^th an event was held to celebrate the great taste of honey produced from the billboard bees. Over 1,000 people visited the property for this event. A special edition box of Honey Nut Cheerios was shared with bloggers, members of the media in particular as well as nearby (St. Cloud) residents. Everyone knows that Honey Nut Cheerios uses fresh honey, but using this new method to get the message across to consumers was a perfect reminder to keep people interested in their product. This ad really worked to connect with the audience in a more intimate approach. I mean, what better way to create buzz than with actual, living bees?

If you'd like to learn more about the project follow the link below for a more in depth video from the company!

http://creativity-online.com/work/honey-nut-cheerios-the-living-billboard-film/45043

-LB