Cannes Lions

Plant a Smakis

DIGITASLBi NORDICS, Stockholm / ERIK OSTENSSON / 2017

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Overview

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Overview

Description

We developed a new flavour with a dash of every bee’s favourite nectar – lemon balm. Then we turned Smakis’ biodegradable cartons into plant pots by creating a kid’s gardening kit with organic lemon balm seeds. This helped teach children the importance of ecology by planting what they just drank, and gave bees what they needed most – pesticide-free, natural nectar.

Execution

Instagram and the hashtag #PlanteraEnSmakis are the hub of our programme, providing educational information about bees and our ecosystem, as well as lemon balm and organic gardening tips. During the initial 6-week push for ‘Plant a Smakis’, the programme is supported with Facebook and print advertising, a website, POS, cinema and packaging design.

Outcome

8 million organic lemon balm plants (from 13 million organic seeds)

For 130,000 bee colonies in Sweden

To pollinate 3 million fruit trees in Sweden

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