Creativity

Burt's Bees Becomes 'urt's ees' to Highlight Disappearing Honeybees

Brand Encourages People to Drop Bs on Social Media

By Alexandra Jardine. Published on Mar 10, 2016

Editor's Pick

Burt's Bees is raising awareness of the worrisome diminishing honeybee population with a campaign that encourages people to lose the letter "B" from their social media posts -- and the Clorox-owned brand has dropped the "B"s from its name to make the point.

The brand has pledged to plant 1000 wildflower seeds for each Twitter or Instagram post dropping the letter "b" and using the hashtag #BringBackTheBees, and for each purchase of one of three limited-edition lip balms branded "urt's ees." The goal is to plant one billion wildflowers. Actress Lea Michele is helping to spread the word in this video -- in which she speaks entirely without the use of the letter b. The creative agency on the campaign is Baldwin&, and media is through AKQA.

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About

Credits

Date
Mar 10, 2016
Agency:
Baldwin&
CD:
David Baldwin
Client:
Burt's Bees
CD:
Bob Ranew
ACD/AD:
Jen Matthews
ACD/CW:
Chad Temples
Agency Producer:
Theresa Darlington
Account Supervisor:
Katharine Belloir
Production Company:
Big Nest
Director:
Kung Fu Stevens
EP:
Noah Goldsmith
Line Producer:
Kevin Sharpton
Editor:
Ashley Kreamer
EP:
Sarah Roebuck
Head of Production:
Jen Sienkwicz
Producer:
Penny Ensley
Editorial:
Final Cut
Post:
Significant Others

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