Bees play a critical role in the development and functioning of our ecosystem thanks to their pollinating function, but their survival is threatened by climate changes, habitat loss or the use of pesticides. With the intention of highlighting their importance and, at the same time, promoting their new documentary, Disney and National Geographic have turned outdoor advertising into homes for these insects.

Together with the creative agency Meanwhile, the television channel has deployed “hotels” for bees with the aim of communicating the premiere, on April 1, of “Secrets of the bees”, a miniseries produced by James Cameron and presented by explorer Bertie Gregory. The facilities, designed with cavities and materials that encourage bee activity, also serve as advertising billboards.

Thus, instead of simply directing attention to the documentary through images, the campaign integrates the documentary’s message into the medium itself. These particular stands have been deployed in various locations across the city, including Chorlton Water Park, Wythenshawe Park, Fletcher Moss Botanic Gardens and the Northern Quarter.

In addition, under the premise of converting advertising space into an aid for bees, it has installed a permanent floral panel in Heaton Park. It is made up of 500 types of plants that attract insects and will facilitate the feeding, nesting and pollination of bees.

It also has a sign, made from a cedar that had already been felled, which includes the logos of the documentary, National Geographic and Disney; as well as an indicative that invites you to plant your own combination of flowers, shrubs and perennials for bees, and to create infrastructures like those in the campaign to promote their development.

The action has been carried out in collaboration with Manchester City Council and its parks and public spaces department, and with the specialized street marketing agency Build Hollywood. According to what they explain, it involves the creation of a new green space with the intention of generating a long-term impact on the local community, promoting education and commitment to the protection of the natural environment.

The invitation to collaborate with bees also finds a place in the digital environment as part of a campaign that includes executions on social networks and with influencers and content creators linked to the field of nature. Many of them have amplified the installations, and have participated together with the narrator of the documentary in a workshop to create a panel for the bees.

Additionally, National Geographic has collaborated with miniature artist Hannah Lemon to create a model bee house to promote “Secrets of the Bees.” In his video he details the creative process, and disseminates interesting information about the world and life of bees, inviting his community of followers to watch the documentary on the streaming platform.

Here you can see the full trailer for “Secrets of the bees”: