| Title | THE BEE ALPHABET |
| Brand | BALPARMAK |
| Product/Service | APITERA PROPOLIS |
| Category |
D05. Multi-Channel Experience |
|
Entrant
|
LOKAL İSTANBUL Instanbul, TURKEY
|
|
Idea Creation
|
LOKAL İSTANBUL Instanbul, TURKEY
|
|
Media Placement
|
LOKAL İSTANBUL Instanbul, TURKEY
|
Credits
| Merve Aktaş |
Lokal |
Social Media Management |
| Berkin Ay |
Lokal |
Art Direction |
| Tuğba Cenik |
Lokal |
Account Supervisor |
| Özgür Duman |
Lokal |
Copywriter |
| Ali Göral |
Lokal |
Creative Direction |
| Şeyda Güneş |
Lokal |
Account Executive |
| Ceyda Kan |
Lokal |
Account Direction |
| Hakan Küçükyilmaz |
Lokal |
Project Leading |
| Didem Özbek |
Lokal |
Art Direction |
| Sinan Can Sak |
Lokal |
Art Direction |
| Emre Tekel |
Lokal |
Motion Desing |
| Reha Üçöz |
Lokal |
Copywriter |
| Samet Üstündağ |
Lokal |
Art Direction |
Background
In the summer of 2021, many bee colonies were destroyed along with the pine forests, which are their food source, by forest fires that lasted for days. With decades of experience, the biggest bee products brand of Turkey, Balparmak did his part by supporting the beekeepers. We had to inform humanity about the importance of bees for the continuation of human existence. To achieve that, for Balparmak’s brand Apitera that specializes in bee products other than honey, we wanted to create a brand new communication campaign which draws attention to the endangerment of bees.
Describe the creative idea (40% of vote)
Based on the dance language of the honey bees, we created an alphabet by picking meaningful parts from the movements that make up this dance. First, we started our communication with outdoor advertisements and social media posts in which we informed people about the bee dance. To show that we have created an alphabet, we have published a website and print ads on newspapers. We designed an area on the top of the body part of our website with a translator for the bee alphabet we created. In addition, we transformed the bee alphabet into a font to be used on computers and made it available for download on our website. With our customizable banner ads that we published on translation sites, we made it possible for people to translate their own language into bee alphabet on our banner.
Describe the execution (40% of vote)
We wanted to address the potential customers of the Balpramak Apitera brand who are environmentally conscious and love to consume bee products. We needed to show them that bees have a language, and that they are creatures with the ability to communicate. So we visualized the bee dance language using popular communication methods and thought we should create an alphabet from this language so that they could tell us more.
List the results (20% of vote)
We had over 3 million visits to our website where we introduced our alphabet, over 600.000 interactions with our banners and we reached to hundreds of thousands of people through our print ads. Our outdoor advertisements were displayed on the streets where millions of people passed. Our most important indicator, translation to bee alphabet was used 12 million times. We have created 5 million people who have learned that bees have a language and understand their importance and trillions of honey bees who make their voice heard.