Darbo: Signed by bees

Credits & Description:

Agency: Demner, Merlicek & Bergmann
Project: Signed by bees
Client: A. Darbo AG
Executive Creative Director: Dushan Drakalski
Creative Director: Alistair Thompson
Art Director: Stefanie Golla
Art Director: Christo Penev
Copywriter: Benjamin Bergmann
Account Director: Helmut Schliefsteiner
Account Manager: Martha Stockbauer
Post Production: Fabian Eder
Post Production: Lukas Wiskocil
Director: Marcello Demner
Creative Director: Marco Antonio Do Nascimento
Production Company: VIE Film
Designer: Bees
Synopsis:
To showcase Darbo’s locally-sourced honey, we let Austrian bees create the first- ever organic labels for honey jars using their own beeswax. We developed special porcelain jars that were delivered to beekeepers in Austria. The honey jars were placed into the hives, so that the bees could create the organic labels. To strenghten Darbo’s position as Austrian market leader in honey, we turned a simple honey jar into a unique design piece.
Outcome:
Darbo was able to strengthen its brand positioning as well as solidify its market leader position in honey. Sales of special Beekeeper Honey not only increased, but this simple idea was able to unify country-wide beekeepers under one organic label. Many of these limited-edition jars will live as design pieces in homes and hotels across the country for a long time to come.
Campaign Description:
To create the first ever bio-labels signed and designed by bees. Each bee-branded label should reflect the uniqueness of the beehive that created the honey itself.
Synopsis:
Every beehive creates its own special honey. The taste, color and purity of the honey is always a reflection of the environment where it is made. However, industrialized honey is often adulterated by mixing different kinds of honey together. Industrialized honey is threatening the livelihood of specialized local beekeepers that put a lot of time and effort into creating pure, organic honey that keeps all its natural goods. Darbo wanted to showcase the quality of its Beekeeper Honey, which uses only the best, locally-sourced honey from Austria.
Strategy:
Darbo’s positioning (all-natural inside) was elevated to a new level. For the first time it was carried to the outside of the product (label/packaging). The target group and customers for this product were not only honey-lovers across the country (souvenirs, gifts and design pieces for their homes) but also the tourism industry. The jars became fixed ’installations’ in Austrian hotels, known for their exquisite and lavish breakfast buffets.
Execution:
Special porcelain jars were created, with an exposed label and space for the bees to work their magic. The jars were then placed directly into the beehives by the beekeepers. From here on out, the bees took over. Each individual beehive made its own bio-label on the honey jar. Over a period of several days, a few dozen specialty products were created.