2021 Brand Experience & Activation


Short List
Category A06. Not-for-profit / Charity / Government
Media Placement BLUE 449 Paris, FRANCE
Additional Company FONDATION DE FRANCE Paris, FRANCE
Name Company Position
Marco Venturelli Publicis Conseil CEO & CCO
Lucie Puybonnieux Publicis Conseil Art Director, Copywriter, Photographe, Post Production, Illustration
Alexandre Perdereau Publicis Conseil Art Director, Copywriter, Photographe, Motion Designer, 3D Artist
Laura Aondio Marcel Art Director, Copywriter
Francesca Vitello Marcel Art Director, Copywriter
Caroline Darmon Publicis Conseil Account Director
Hortense Amis Publicis Conseil Account Manager
Matthieu Etienne Publicis Conseil Social Media Manager
Sarah Lemarié Marcel Strategic Planner
Bertille des Borderies Publicis Conseil Strategic Planner, Account manager
Flore Silberfeld Publicis Conseil Art Buyer, Photographer
Julien Elkaim Publicis Conseil Digital Creative
Lucas Baudry Publicis Consultants Social Media Manager
Juliette Prigent Publicis Consultants Account Director
Pascal Crifo Blue 449 President
Fouad Hachani Blue 449 Creative and Media Lead
Julie Emberger Blue 449 Digital Lead
Vincent Bousserez Independant Photographer
Olivia Da Costa Independant Photographer
Brigitte Perdereau Independant Photographer
Christophe Huet Asile President, Post Producer
Denis Seounes Asile 3D Artist
Waldo Lee Freelance 3D Artist
Lionel Juglair Mikros Images Head of Executive Producers
Fabrice Damolini Mikros Images Production Director
Pascal Batteux Kelipse Set Designer
Augustin Gregoire Prodigious TV Producer
Frederic Lubin Prodigious TV Producer, Post Producer
Martin Herail Prodigious Sound Designer
Sophie Lariviere Freelance Motion Designer

Why is this work relevant for Brand Experience & Activation?

This work is relevant for brand experience & activation for a charity because it gave life to the cause of bees, quite literally, by creating an influencer like no other: a bee influencer called B. Bees are dying. And even if people are aware of the problem, charities struggle to collect donations for a cause that doesn’t mobilise people that much. After all, we’re talking about saving insects. With FondationDeFrance, we reinvented how we can raise attention and money for a cause the same way influencers do, by creating a committed audience and monetising it through paid brand partnerships.


Bees are dying all over the world. We know this, but don’t realize the extent to which it hurts us. As pollinators insects, they play a critical role in global food production and biodiversity: 75% of the food we eat is the direct result of bees pollinating plants. Without them, we would miss a good portion of fruits and vegetables, but also meat and dairy (livestock feed), chocolate, coffee… 46% of wild and domestic bee species are on the verge of extinction, because of intensive agriculture, pesticides, and monoculture which destroys bees' habitat and food sources. The heart of the matter: money. Saving bees costs a lot because we need to finance farmers’ conversion to bee-friendly agriculture, rebuild bee habitats, finance research. Fondation de France -involved for 50 years in collecting donations for biodiversity issues- wanted to raise attention, mobilize a wide audience and raise money for the cause.

Describe the creative idea (20% of vote)

With Fondation de France, we reinvented how to raise awareness and money for a cause, by creating the first bee influencer: @bee_nfluencer. An influencer who wants to become famous and raise money for her cause, by earning money in the same way regular influencers do, by creating and monetizing their audience through paid brand partnerships. On her Instagram B. is an ambassador for the bees 'cause. Sharing her daily life via posts and stories mixing educational content and anecdotes to recruit followers and educate them on what to do at their level. The public loves her. She uses her influence to mobilize her audience and raise money. Soon enough, brands contact her to do paid partnerships: the more followers, the more money. The money earned&raised goes to her BEEFUND, financing 3types of actions: 1Financing farmers' conversion to Bee-friendly agriculture. 2Restoring bee habitats. 3Funding independent pesticide control and promote research.

Describe the strategy (20% of vote)

At the heart of the strategy: a social concept to engage a general audience and brands with social media (followers & shares), other Influencers (share & engage) and PR (media & social editors), with zero media spend. We designed the cutest influencer ever, created her looks and tone of voice to appeal to all demographics around the world. We created a dedicated fund inside the Fondation de France: The BEEFUND, to make sure followers clearly understood where the money went. We rolled out a PR & Digital influence campaign to make B a famous influencer. With a clear call-to-action: follow to support. Thanks to B, Instagram’s follow button becomes a new way to act. B benefits from her influence and money earned through paid brands partnerships to support the cause and educate her community. “The more you follow, the more brands will pay to save bees.”

Describe the execution (30% of vote)

#1Teasing: onboard social editors, media and influencers to announce B.’s birth and spread the word on the bee issue. #2 -Reveal and launch: Reach lifestyle media and influencers to support the creation of Bee’s account on World Bee Day, help B. expand her community, call brands to work with B. #3 Managing the account: B regularly shared stories and posts about her life and answered Q&As to educate her followers about the cause and the ways people could act at their level. #4 - Creating 13 paid brand partnerships for B. #5 - Announcing B’s death: To end as strongly as we began, B passed away. It devastated her community, serving as a reminder of the urgency. We built her tiny grave at the Paris Pet Cemetery to remind everyone of the need to fight. We reached media and influencers to announce her death, and ask for donations.

List the results (30% of vote)

-Reach: 600.000 followers in 2years, thanks to outstanding media coverage.+250influencers committed to the cause, +570clippings, 70% online/30% print, 4TVs shows, 100%positive coverage. A social media&media coverage amounted to 240,317,694 impressions, with a total reach of 23,269,871 (excluding B.'s account). -Engagement: 600,000 followers over 2 years (272k today) engaged with the 769posts/stories shared on her account. With 4,137,376engagement, 3,106,922likes, 40,609,380impressions, B mobilized an international community with a 8% engagement rate, 4times superior than average. - Money: With her growing influence, 13 committed brands worked with B on paid partnerships: Ricola, LaPoste, Burt’sBees, AirBnb, Guerlain, Fleurs d’ici, TeamVitality, BeeHome, Citeo, Abeilles&Botanique, Lydia, Axa. She even became the Galeries Lafayette’s Christmas muse. Raising 200,000€. Financing 4 projects for bee preservation: 1Creating new agricultural practices. 2Educating farmers. 3Analyzing pollens. 4Developing a toxicological diagnosis tool.