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Client: Smakis
Date: Apr 2017
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Smakis, a family-owned, organic fruit juice maker in Sweden, is stepping up to help save the bees with a new integrated campaign created in partnership with DigitasLBi Nordics. Called ‘Plant a Smakis’, the initiative launches a specially developed new flavour that contains a dash of every bee’s favourite nectar – lemon balm.

Smakis’ kid-sized cartons make perfect little plant pots, so together with DigitasLBi, they’ve attached organic lemon balm seeds and planting instructions to each one. That means children can plant what they just drank, making Smakis’ juice cartons as ecological as the organic juice inside. This also provides struggling bee colonies with what they need most – pesticide-free pollen and nectar.

“Plant a Smakis’ has an educational aspect that comes to life on Instagram under the hashtag #PlanteraEnSmakis. Together with the Swedish Society for Nature Conservation and the organic certification KRAV, Smakis is teaching children and their parents about the plight of the bees, the importance of organic and environmental initiatives, as well as sharing their best organic gardening tips. Parents are then encouraged to share photos of their children’s gardening experiences and lemon balm plants.


Executive creative director: Paul Collins

Senior copywriter: Kurt Beren-Geiger

Designer: Joacim Örnebjär, Oskar Wimmerman, Emilie Jansson, Johanna Cryer

Photographer: Pelle Röjfors

Account director: Jesper Jacobsen

Strategist: Amin Lemrini

Agency producer: Talya Pulver-Lindqvist

Production company: Haymaker

Sound: Red Pipe

Paper artist: Helen Musselwhite