Title	BEE_INFLUENCER
Brand	FONDATION DE FRANCE
Product/Service	BEE_INFLUENCER
Category	A04. Digital Image Design
Entrant	PUBLICIS CONSEIL Paris, FRANCE
Idea Creation	PUBLICIS CONSEIL Paris, FRANCE
Media Placement	BLUE 449 Paris, FRANCE
PR	PUBLICIS CONSULTANTS FRANCE Paris, FRANCE
Production	PUBLICIS CONSEIL 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

Describe the creative idea

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 execution

#1 - We designed the cutest influencer ever, created her CGI look, her tone-of-voice, to appeal to all demographics around the world. We designed her personality at the crossroads of 3 archetypes: the bee, the influencer, and the activist. The bee: she is busy and hardworking like a bee. The influencer: she uses their codes and set-ups. The activist: she is committed and a fighter. #2 - Managing the account day-to-day: we developed real-time contextual content in line with the storytelling of her bee-influencer-activist character. All the posts and stories were inspired by the trends we saw emerging on social media. The content told the story of her life as an influencer with lifestyle content. She has a tiny modern apartment (a real apartment made by a specialist of miniature models), a boyfriend and she loves going out with her friends. But B. was also showing her fight through pedagogical posts and her life as a bee with several Q&A's receiving thousands of questions from the followers. In order to create a real and lasting relationship between B. and her followers, we answered the most relevant comments as well as the many private messages she received. Even though she is a CGI bee made specially to fit her character, the objective was to create real storytelling, to develop B.'s story, and to offer the most realistic experience possible, the one that followers have with influencers. 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.“The more you follow, the more brands will pay to save bees.”