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City of Lahti

Without Pollinators We Cannot Survive

Agency: TBWA\Helsinki

Description

To help combat the global decline of pollinators like honey bees, the city of Lahti launched a unique outdoor ad campaign targeting an entirely new demographic: pollinators. In collaboration with TBWA\Helsinki, they engineered ads that reflect ultraviolet light, specifically designed for bees and other pollinators. These ads, featuring beautiful floral designs, were placed in customized bus stops, creating a natural bio-trail that guided bees to new hives crafted by Finnish designer Tapio Anttila.

In recent decades, numerous campaigns have been launched to protect honey bees, yet over three thousand bee species remain critically endangered. TBWA\Helsinki’s Executive Creative Director, Laura Paikkari, explained their approach: "We thought to ourselves, maybe we should try to shift our focus from the usual demographic of humans to something completely different: pollinators."

While humans saw regular posters, the ads' ultraviolet elements were visible to bees, whose photoreceptors can detect wavelengths beyond human vision. Paikkari added, "We wanted to do something that surprises, puzzles, and makes people think about how pollinators see the world."

The ads were strategically placed in bus stops to create a bio-trail leading bees to new hives. These hives, designed by Tapio Anttila, used natural materials like tree bark and drew inspiration from various architectural styles. For example, one hive was designed as a "Nest for Pollinators Who Are Fans of Functionalism," while another, inspired by Le Corbusier, was named the "Abode for Avant Garde-Appreciating Creatures."

The campaign was produced by Framme, with ad placements provided by JCDecaux.

This professional campaign titled 'Without Pollinators We Cannot Survive' was published in Finland in October, 2024. It was created for the brand: City of Lahti, by ad agency: TBWA\Helsinki. This Experiential and OOH Outdoor media campaign is related to the Public Interest industry and contains 3 media assets. It was submitted 4 months ago.

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