Highly precise and uncompromising – the Japanese manufacturer of camera lenses has stood for impeccable quality since 1950. With the help of a joint campaign with Tamron and Foto Leistenschneider, the aim was to raise awareness of the brand and focus primarily on the interchangeable lenses. The main highlight here is the speed of the autofocus.
Conzept, art direction, illustration:
Copywriter:
DoP, postproduction:
Lukas Stache
Julius Rost
Julian Huke
The concept was implemented as a cross-media campaign, with the 30-second video at its core. For social media, adverts were placed on Meta, TikTok, YouTube, Twitter/X and Pinterest. There were also display adverts, which were played on various websites via UPPR’s affiliate network and achieved almost 100,000 impressions. These led viewers to the corresponding landing page in the online shop as part of a traffic campaign. The campaign was also played out offline via posters and LED screens to pick up potential customers at several touchpoints along their customer journey.
Phone
nearBees connects people with regional beekeepers and sells honey from their own neighbourhood. To bring this idea into people’s homes, we developed bee Clever, a board game concept that turns bee knowledge, local honey and family time into a playful brand experience. Built around a set of friendly bee illustrations, the game makes learning about bees feel light, funny and approachable.
The concept was extended into a 360-degree awareness campaign under the line “Honey from next door”, combining OOH, social media, supermarket activations and local digital ads.
nearBees is all about proximity: honey from local beekeepers, delivered from your own neighbourhood. The board game translates this idea into a format that can enter one of the most personal spaces of all: the family table.
Instead of being just another promotional gift, bee Clever gives people a reason to spend time with the brand. Fun facts, quiz moments and playful tactics help families learn more about bees, regional honey and why both are worth protecting.
– Collect nectar (in the form of small stones)
– Get into the beehive
– Be the first
– Approx. 90 min
– Can be played several times
The visual world of the game is built around a cast of friendly bee characters. Their soft shapes, warm expressions and playful details make the topic of bees feel approachable, while giving the game a distinctive and memorable look.
For the campaign, the illustration style becomes more graphic and is combined with real photography. This creates a bridge between the playful world of the game and the real everyday places where people encounter honey, from breakfast tables to supermarket entrances.
A board game alone is not enough if nobody knows it exists. That is why bee Clever was designed as part of a wider awareness campaign under the line “Honey from next door”. The campaign focuses on the idea of proximity and translates it differently across each channel. OOH brings the line into public space, local social ads create playful moments around neighbourhood honey, and supermarket activations meet people exactly where they already think about food. The tone is funny, approachable and slightly cheeky, supported by comic-like elements, bold typography and the bee illustrations.
bee Clever turns nearBees’ sustainable mission into a playful brand experience that can live beyond advertising. The game brings the brand into the home, while the campaign creates visibility in public space, social media and at the point of purchase. Together, game and campaign make regional honey feel closer, more emotional and easier to talk about.
