Last night I caught a TV spot for the Help the Honey Bees effort via Haagen-Dazs and their agency, Goodby Silverstein. I came across the website first a few weeks ago and have brought it up several times in meetings and casual conversations. From an advertising standpoint, I really like this whole effort...
In terms of general consumer brand interaction, oftentimes the look of an integrated campaign is first absorbed in some kind of mass media or PR which then leads to a congruent web experience. I loved that the opposite happened here for me. The great thing about the TV spot is that within the first few frames (arguably before we even see a bee, a species that I feel is used somewhat frequently by marketers) the viewer can accurate guess it's for Haagen's Help the Honey Bee effort: same tone, same look & feel. You can tell by the sky and the flower and the overall color. Very tight. That's some great art direction. I feel Krone would be proud.
One of the great things about this campaign is it takes the issue seriously, and prompts the consumer to find out more, without installing fear. (Note the choice of words: HELP the Honey Bees, vs. SAVE the Honey Bees.) And for Haagen, it's still all about the product since they need the bees to create premium ice cream ingredients. Very nicely done by all involved.
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