In an event-based campaign, Burt’s Bees, Durham, N.C., aims to build awareness for its products’ natural ingredients. The campaign, tagged, “Find Your Burt,” and built around the likeness of Maine beekeeper and Burt’s Bees co-founder Burt Shavitz, is the first work by creative practice Baldwin&, Durham, for its new client. On Earth Day, from 11:30 – 2, in Times Square, five bearded Burt lookalikes will pedal bike-powered, zero-waste blenders to make and hand out sample smoothies contaning only Burt’s Bees beauty product ingredients (milk, honey, mango, yogurt, banana, orange, raspberry, cranberry, pomegranate). Pre- and post-smoothies, the Burt lookalikes and seven somewhat prettier assistants, “Burtified” with mock, tie-in-back beards, engineer cap, and yellow, Burt’s Bees tees, will hand out zero-waste sample kits with “beard-ana,” engineer cap and lip balm. They will also conduct a free yoga class in Central Park.
Ambient advertisement created by Baldwin&, United States for Burt’s Bees, within the category: Food.
Creative Director / Copywriter: David Baldwin
Creative Director / Art Director: Bob Ranew
Art Director: Oscar Zabala
Copywriter: Lisa Shimotakahara
Account Manager: Jerry Bodrie
Project Manager: Felisha Midgett
Event Production: Driver, New York
Exec Prod.: Scott Weitz
Agency Prod.: Geyla Rob
Production Manager: Sydney Fisher
Date / Time / Location: April 22 (Earth Day), 9AM to 3PM, New York City