CONTEXT:
In a world stamped by the pandemic, climate, and societal unrest, there’s an emphasis on a values-driven lifestyle. But amidst this unease is record-level with inflation and shifts in spending making Justin’s a premium brand vying for pinched pocketboots, as lookalike brands are playing a value-game.

THE INSIGHT:
The world doesn’t need more value-brands, we need more values brands.

THE IDEA:
One-third of all food we eat is brought to us by pollinators like bees. But with bees dying at an alarming rate, this could soon have a devastating impact on our food systems, and in turn, what’s on our plates. 

We turned this alarming stat into an alarming reality connecting Justin’s Pollinator efforts to consumer action and show people what a world without bees would look, and taste like.  We partnered with Jackass director and king of pranks, Jeff Tremaine, to take over a restaurant with scores of hidden cameras and hired actors to see how real diners would react when we removed one-third of the food from their plates. 

THE RESULTS:
We shared the videos on social, which drove people to our microsite, where thousands took the Justin’s Pollinator Pledge. We garnered over 62 million impressions, with over 22 million on TikTok alone. All during June’s pollinator month to make one simply point: Serving up the truth to help save the bees. An idea so nutty it worked. 

Note: The Denver Fifty Judge’s Choice