Several McDonald’s franchises in Sweden have received a lot of buzz worldwide by creating beehives on their rooftops to promote biodiversity and to tackle the fact that “30% of Sweden’s wild bees are threatened.” Now, they’re taking the initiative a step further by converting their billboards into “bee hotels.”
With the help of NORD DBB, the creative agency behind McDonald’s bee-centric amenities, the franchise teamed up with advertising giant, JC Decaux to create these inventive habitats for wild bees on the back of billboards that would otherwise not be used. The billboards are permanent wood installations that have drilled holes that read, “Always open.”
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All McDonald’s franchisees are able to order their own bee hotel billboards and customize the buzz-worthy messaging. The initial bee hotel test is now live in Järfälla outside Stockholm, where six large bee hotels have been mounted. “Without pollination from bees, 1/3 of the food we eat would be threatened,” as the initiative states.