Honey Nut Cheerios went to great lengths to spell out that it's "made with real honey" with an ambitious campaign idea that turned a billboard into a beehive for 100,000 honeybees.
The three-story free-standing structure was built and became home to bees provided by a St. Cloud, Florida beekeeper, Brent Dickson, who describes the project as "very challenging" in this film.
It seems the bees co-operated, however, because the honey produced from the working hives was eventually used to spell out "Made with Real Honey" on the exterior of the installation. The local honey was also used to produce a limited number of exclusive boxes of Honey Nut Cheerios for the people of St Cloud.
Saatchi & Saatchi N.Y. conceived the campaign and made the film, which is running on the brand's YouTube page and website.