General Mills created the “Living Billboard” to illustrate to consumers that Honey Nut Cheerios is indeed made with real honey. The structure was built using real, working beehives which revealed the message “Made With Real Honey” as a result of the hard work of the bees.
Collaborating with several others, we designed the structure and a limited edition Honey Nut Cheerios cereal using the honey from the billboard for the launch.
> 'Billboard Creates Quite The Buzz'
> 'There's A Billboard Made Of Beehives And It's Producing Honey'
Scope: Environmental, experiential, OOH, print.
Studio: Saatchi & Saatchi NY
Creative Directors: Marc Thorpe and Blake Enting