The brief
The Soil Association asked Mentor Digital to come up with a digital campaign to raise awareness of this important issue. Whilst remaining light hearted in approach the campaign needed to convey a serious message in a clear and easy to digest way.
Mentor Digital provided;
- Video concept & creation
- Web design
- Email newsletter campaign design
- Viral seeding
- Digital marketing
- Banner campaign
What we did
The Campaign succeeded in obtaining over 20,000 signatures in favour of banning Neonicotinoids in the UK. In April 2013 the European Commission agreed to a EU wide ban for two years from December on some neonicotinoid chemicals used on crops attractive to bees.
The video made use of a well-known tune 'Don't worry, be happy' reworked using the sound of bees buzzing, the implications was that we need to help our bees to 'bee' happy. Using a child-like animation style increased the impact when unexpectedly at the end the bees all die.
