McDonald’s Converts Its Billboards Into ‘Always Open’ Hotels For Bees
Image courtesy of McDonald’s Sverige / NORD DDB
In Sweden, McDonald’s doesn’t just welcome people from all walks of life, but also the bee population.
Previously, the fast food chain built the “world’s smallest McDonald’s,” officially called the ‘McHive’, for bees. But what if the buzzing guests also require a place of refuge, where they’ll also get to rest their itty-bitty feet and spend the night?
NORD DDB, the creative agency behind McDonald’s Sweden’s bee-focused architecture, explains to DesignTAXI that 30-percent of wild bees in the country are threatened, mainly because they do not have enough resting areas.
To ensure more lodging for traveling bees, McDonald’s has teamed up with outdoor advertising firm JCDecaux to turn the backs of its billboards into tiny “hotels.” Since the spaces are usually left empty, why not maximize their use?
Some McDonald’s restaurants have also opened their own “bee hotels” by setting up permanent wood signs with holes drilled into the text, “Always open.”
The sign translates to, “Always open. This sign is also a bee hotel. For the promotion of biodiversity.” Image courtesy of McDonald’s Sverige / NORD DDB
Here, bees and insects are invited to occupy the tiny spaces and make themselves at home.
Image courtesy of McDonald’s Sverige / NORD DDB
All of the Golden Arches’ franchisees in Sweden have also been given the option to get their own “bee hotel” boards and personalize the messaging.
NORD DDB details that without pollination from the bee population, humans would have one-third less food. The “hotels” are McDonald’s way to give back to the creatures, from a food provider to another food provider.
Some of the first hotels can be found in Järfälla outside Stockholm, where six large establishments have been set up on the rear of a north-facing billboard, as the creatures are most comfortable when their nests are facing south.
Image courtesy of McDonald’s Sverige / NORD DDB
The initiative follows efforts by McDonald’s franchises in Sweden that have opened their rooftops to accommodate beehives and promote biodiversity of bees.
If all goes well, McDonald’s Sweden and JCDecaux will expand their chain of “hotels” come spring 2020.
[via NORD DDB, video via McDonald’s Sverige]
Also check out these recent news
