Silk wanted to do something that went beyond a social campaign and made a genuine environmental contribution. The insight: their billboard placements across Quebec were an underused asset.

In partnership with Pattison and l'Université de Montreal, we turned those placements into habitats. Bee-friendly flowers were planted near billboard sites, and handcrafted bee hotels were installed on the billboard supports, giving pollinators shelter and rest stations throughout the province. What started as a pilot project in Quebec grew into a Canada-wide annual initiative.

Bee Hotels won two Bronze awards at the 2022 Idéa: one for Social and Environmental Sustainability, and one for Best Use of Non-Conventional Non-Media Approach.