The Best Community Involvement Award (1 of 2), Silk's Bee Hotel

The Canadian Out-of-Home Awards 2024 winner (1 of 2 in a winning tie), Silk's "Bee Hotel" campaign.
Campaign Details:
Silk Canda is a pioneer plant-based brand that is committed to raising awareness about the declining bee population in Canada and its impact on our food systems. The brand had begun the Bee Hotel program by partnering with Pattison and a team of entomologists from the University of Montreal, they launched a pilot project in 2021 where selected billboards across Canada were turned into data points thanks to the installation of the ‘bee hotels’ on the posts. These installations, which were renewed for the third year, has seen over one hundred bee hotels placed on billboards in Montreal, Toronto, and Vancouver. This original Bee Hotel campaign served as the building blocks for the evolution to the Bee Line program.