Near Bees is a company that works with regional beekeepers and sells their honey via its own online shop. So the honey literally comes from your own neighbourhood.
The best thing about honey bread is, of course, the family you can share it with. That’s why we developed the concept of a board game that allows young and old to come together and test and expand their knowledge of bees. In this way, the whole family learns to really appreciate regional honey. Because in addition to the pure sales purpose, Nearbees also pursues sustainable goals and the more you know about bees, the more you appreciate and protect them!
‘WHAT? WE EAT BEE SPIT?’ – fun facts and bold game tactics make users forget that it’s a promotional gift and the brand penetrates even the most private rooms.
Boardame (Conzept & design):
Campaign:
Hope Sikuade, Lisa Landl, Lukas Stache
Lukas Stache
Brettspiel:
Kampagne:
Hope Sikuade, Lisa Landl, Lukas Stache
Lukas Stache
– Collect nectar (in the form of small stones)
– Get into the beehive
– Be the first
– Approx. 90 min
– Can be played several times
A board game alone is not enough – after all, someone has to play it. That’s why I designed a 360-degree awareness campaign to accompany the board game ‘Bee Clever’ under the slogan ‘Honey from next door’ (Orig. Honig von nebenan). In line with the game, the focus is on the proximity of honey and is communicated in different ways depending on the medium. The tone of voice is funny and approachable in order to generate the desired closeness to the recipient. This effect is underpinned by comic-like elements in the design.
From OOH to social media, everything is included. The board game is to be understood as a separate component of the campaign’s media mix.
Where can you really meet everyone? At the weekly shop! As a kind of guerrilla marketing tactic, stands are placed in the entrances of supermarkets. Customers can win the board game if they answer five questions about bees correctly. This allows the brand to penetrate personal space and gain visibility.
Short videos are created from the quiz rounds in the supermarket (with the customers’ consent), which are published on TikTok in particular.
Human, honest and not scripted – these videos are intended to personalize the brand.
As part of a meta-campaign, short, animated creatives are produced which are played out locally and humorously thematize the proximity of honey.
As part of a meta-campaign, short, animated creatives are produced which are played out locally and humorously thematize the proximity of honey.
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.
