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Buzzing billboards for bees

A new initiative by McDonald’s in Sweden is using billboards to create buzzing hotels for the country’s bees.

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The billboards feature drilled holes for the bees to rest in and the words ‘Always Open’

McDonald’s franchises in the Scandinavian nation made headlines in May with the launch of the ‘McHive’. Known as the ‘world’s smallest McDonald’s in Sweden’, a tiny bee hotel was installed on the roofs of one of the fast food restaurants.

Creative agency NORD DDB worked with McDonald’s to create the tiny bee house and the two companies have now launched another bee-friendly collaboration.

According to NORD DDB, approximately 30% of Sweden’s wild bees are threatened, so the restaurant chain has decided to use its billboard advertising to create a place for tired wild bees to rest.

For signage that is already being used as advertising, the back of these billboards features drilled holes for the bees to enter and the words ‘Always Open’.

The survival of bees is an important issue for society as a whole. That we can use our signs for a good cause feels great

McDonald’s has also collaborated with JCDecaux to create additional homes for wild bees using billboards that are not in use.

The first set of bee hotel billboards have been installed in Järfälla just outside Stockholm where six large bee hotels have been placed on the back of one billboard.

Henrik Nerell, environmental manager at McDonald’s in Sweden, comments: “The survival of bees is an important issue for society as a whole. That we can use our signs for a good cause feels great.

“The initiative, which has sprung from our franchisees’ personal commitment to the issue, has been made possible in collaboration with JCDecaux and we are proud and excited to welcome our flying guests soon as they move into our bee hotels.”

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.

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