Wilderflowers

Kids and bees are both disappearing from the outdoors. New Wilderflowers product aims to change this.

Sukle Advertising & Design has launched the newest campaign for Great Outdoors Colorado’s Generation Wild movement, which aims to get kids outside and connected with nature. This summer’s effort aims to rewild Colorado’s kids by activating them to plant wildflower seeds to save the bees.

Both kids and bees are disappearing from the outdoors. Research shows that kids spend an average of only seven minutes a day outdoors in unstructured play. And recent reports have concluded that Western Bumblebees have declined by 72% in parts of Colorado, and 20% of the state’s entire bumblebee species are now in danger of extinction.

To tackle both issues, Sukle created WilderflowersTM – a purpose-driven product that Generation Wild is distributing in over 100,000 free seed packages across the state. Wilderflowers are inspired by Generation Wild’s well known and friendly spokescreature, Wilder, and feature a custom seed mix that is native to the Colorado region and contains a diversity of flower species to attract and support Colorado's pollinator population. To dispense the seed packets to families and kids for planting, Sukle developed a distribution system to reach into every town and city in Colorado by partnering with local libraries, Little Free Libraries and other nonprofits. Wilderflower seeds are available for free at more than 247 locations.

To drive awareness and interest in Wilderflowers among Colorado families, Sukle developed an integrated campaign using OOH, digital, social, floraffiti installations and events that are running across the state. Playful OOH executions use the seed packages to create mosaic art on traditional and digital billboards. Videos are running on Meta, Snapchat, Reddit, programmatic channels, connected TV and in movie theaters. The agency even got the message into city parks by planting floraffiti installations in which flowers spell out words like “Save Bees”. And Wilder and the Bee Team are making appearances throughout the summer.