The Worker Bees Campaign
Spec work
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The Big Idea. What do construction workers and bees have in common? They’re hard workers. In fact, they work so hard they might not have time to invest in their own self care. So, instead of making them go out of their way, we’ve brought the Burt’s Bees men’s line into their everyday routine.
Strategy: During market research, we found there is a significant gap in the lip balm market, as most sales come from women. We decided to give our campaign a masculine tone in order to reach this untapped male audience. Through targeted and interactive product placements at home improvement stores and construction sites, we are making prioritizing self care easier by bringing the products directly to our busy bee consumers.
All assets made with Adobe Photoshop and Canva by Kira Ranieri. Strategy done in collaboration with Ellen Simmons, Lily Gottwald, and Calvin Ryan.