National Geographic and Meanwhile have opened bee hotels and floral panels in Manchester, United Kingdom. The bee hotels serve a double purpose, they promote a documentary, while also helping these important pollinators.
The permanent floral panels correspond to the release of a new documentary, hosted by explorer Bertie Gregory and produced by renowned director James Cameron. The panels were created in collaboration with Build Hollywood and the Manchester Beekeepers Association, with more than 500 plants attracting bees.
Beyond serving as an environmental action, the initiative proposes a new way of doing outdoor advertising. These “posters” do not interrupt, do not sell directly, and, above all, do not compete for attention; but they do have a value- add for the environment.
The proposal does not occupy new spaces, but rather rethinks traditional ones. This logic transforms the medium into a message. The poster becomes an extension of the brand’s purpose, and is coherent with the message of the nature documentary.
At this point, it is worth asking: How many brands act in coherence with what they preach? It’s not just about talking about sustainability, the environment and social causes, it’s about demonstrating it and integrating it into a consumer experience.
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