Guerlain planned to continue pledging their loyalty to our natural world by teaming up with UNESCO to help protect endangered bee populations. The challenge was how to communicate this initiative and find a way to allow people to get involved and help protect the bees themselves.
Our ‘Bee Loyal’ concept connected consumers with Guerlain’s efforts to protect bee populations through a unique loyalty program. Each product purchased would allow customers to support a certain number of bees in the wild by maintaining natural space for flowers as well as training beekeepers. An interactive digital map would host all of Guerlain’s past and future conservation content, and outdoor prints would bring the digital campaign into the real world under the tagline