Why Solve Went on a Bee-friendly Bombing Run for Cascadian Farm

Following an initial wave of campaign materials that launched in August, Minneapolis agency Solve continues lending a hand as AOR to Cascadian Farm Organic in their effort to support and sustain bees. Bee Friendlier is a movement designed to educate, inform and empower individuals to create healthier bee environments.

As a leading organic food marketer and America’s number one granola brand, Cascadian Farm is committed to the support of bee well-being. The brand’s Bee Friendlier initiative recognizes bees as a critical link in food production and a vital member of the world’s overall ecosystem.

At the center of the campaign is a film titled “A Bee Friendlier Flower Bombing,” which focuses on the single easiest thing a consumer can do to help bees thrive: plant wildflowers. “In an effort to rally and inspire people across the country to help bring back bee habitat, we wanted to show everyone what they can do in as big and memorable a way possible,” said Solve creative director Hans Hansen. The film was shot in Yolo County, California, an agricultural community dependent on bees. With the help of several area organic farmers and community members, Cascadian Farm employed a crop duster – typically used to spread bee-harmful pesticides – and instead, used it as a Bee Friendlier weapon.

The film, produced with LA-based production partner HēLō, culminates when thousands of colorful seed balls – amounting to over 1 million wildflowers – are dropped from the plane to create a bee-friendly area. Featuring music from longtime Icelandic post-rock band Sigur Rós, the content sends a powerful message to consumers that bees need our help, and that everyone is capable of contributing to the cause.

Present on the already existing campaign website, the film will be pushed out across an array of digital and social channels.