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McDonald’s Sweden Is Creating A Buzz With Their Billboards That Double As Bee Hotels
269points
2.4K
Art, Design2 years ago

McDonald’s Sweden Is Creating A Buzz With Their Billboards That Double As Bee Hotels

Some time ago, Mcdonald’s Sweden created a buzz with their ‘tiny restaurant for bees,’ which helped to bring attention to the bee crisis – colonies are dying off at unprecedented rates and we should all be concerned by this.

Now, they are at it again by creating small ‘bee hotels’ on the back of their billboards. NORD DDB, the creative agency behind McDonald’s Sweden’s bee-focused architecture, explained to DesignTAXI that 30% of wild bees in the country are threatened, mainly because they do not have enough resting areas.

So the company teamed up with outdoor advertising firm JCDecaux to turn the backs of its billboards into tiny “hotels.”

McDonald’s spend over $1.8 billion every year worldwide on advertising and promotions, trying to cultivate an image of being a caring and green company. While these localized efforts to promote biodiversity of bees are great – there are currently 6 ‘hotels’ so far, set up on the back of a single billboard – they pale in comparison to the damage that the company does to the environment as a whole.

As well as contributing to deforestation and greenhouse gas emissions over the years through its intensive need for meat, poultry and products like palm oil, only 50% of Mcdonald’s guest packaging comes from sustainable sources and only 10% of its restaurants are currently recycling.

However, they are taking steps to improve. “Our customers have told us that packaging waste is the top environmental issue they would like us to address,” Francesca Debiase, McDonald’s chief supply chain and sustainability officer, said in a statement.

By 2025 the company wants to have 100% of its customer packaging come from renewable, recycled, or certified sources and have recycling available in all its restaurants.

Noble aims and big promises, but will they live up to their desired image of environmentally-conscious trailblazers? Or are they simply token gestures of greenwashing designed to get people talking about them in a positive light?

Only time will tell. Meanwhile, McDonald’s Sweden and JCDecaux plan to expand its chain of ‘bee hotels’ in spring 2020 if all goes well with this one.

You can see a video about the ‘bee hotels’ here

Mcdonald’s Sweden previously hit the news with this tiny restaurant for bees

Image credits: NORDDDB

Image credits: NORDDDB

Here’s what people had to say about the companies and their environmental initiatives

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varwenea
Community Member
2 years ago (edited)

Even if it's small and/or gimmicky, it's still a start. Only the future will tell if they keep their promise. By switching to all compostable packaging and adding recycling, it's a significant impact on the planet, assuming their business doesn't decline in the meantime.

Amazon QT
Community Member
2 years ago

Yes I hate the “throw away” fast food packaging! I try to recycle my cups for other things. I try to use the same straw as much a possible, since I drink iced tea or water and not pop.

Load More Replies...
Kjorn
Community Member
2 years ago

better a smal gesture than nothing

N G
Community Member
2 years ago

This company is one of the biggedt polluters. They give away millions of plastic toys that are just thrown away

Jolijn Njamin-Geurts van Kessel
Community Member
2 years ago

You have a really good point. Though they are working on how to become more environment friendly (like replacing plastic straws with recyclable ones) they are taking it one step at a time and every step is positive. So I really hope they will rethink the plastic toys they give away for something that can be recycled.

Load More Replies...
Falcon
Community Member
2 years ago

Great idea overall. There might be a problem with the billboard ones tho. Usually they put up the billboards on the side of a road. I imagine the bee "family" that decides to move in will get a lot of roadkills.

DP von Icecream
Community Member
2 years ago

With GAZILLIONS of marketing budget PER COUNTRY McD's is basically able to do anything regarding image. Never understand why they simply reinvest those heaps of money & improve on their core business: FOOD. When you serve food that has got THAT MANY preservatives & additives, it is not food....... Stop eating this junk people & please stop feeding this crap to your kids!

Monika Soffronow
Community Member
2 years ago

I see a smart way to try to improve the image of the company. Fair enough. But I am left with a question: Does it actually work? The beehive is one thing, you design it, build it and put some combs and a queen in it and it is up and running, but the billboard one, does it work? Will bees colonize it, or even use it as a resting place? Do they need resting places? I remember some of my mum's flowers would always have some sleeping bees and bumblebees in them. Any bee keepers here?

Chicken Pox
Community Member
2 years ago

It's ironic that the bees are probably healthier than the chicken they are serving.

Martha Meyer
Community Member
2 years ago

They should do something about the insane amount of one use packaging they cause, instead of this empty gesture. Bees can build their own hives, what they need are more meadows with flowers for them to collect pollen.

Shart
Community Member
2 years ago

But what good is recycling..you do realize we sell our recycleable to china and they bury them. Its gotten to the point where even china doesnt want them

Mark Fuller
Community Member
2 years ago

OK. So maybe a bit hypocritical of a chain that creates waaaaaaay too much rubbish. But a welcome gesture all the same. Should be mandatory for all billboards!

Panda Kicki
Community Member
2 years ago

I live in Sweden. Reads newpapers every day and never heard of this. Bad luck or weak buzz I guess 🙂

Lou Wow
Community Member
2 years ago

What is this? A McDonalds for Bees?!

Natalie Beauchamp
Community Member
2 years ago

Absolutely amazing! Come on McDonalds Canada, it's time to do the same. along with McDonalds everywhere. Can you just image how helpful this could be on a global scale? The bees could recover so much quicker!

Amazon QT
Community Member
2 years ago

How can I upvote this 100,000 times!!’ It’s he Bees Knees. ♥️🐝🐝🐝♥️

Amazon QT
Community Member
2 years ago (edited)

So cute. I want this McDs for Bee!!! #McBees!

Jo Choto
Community Member
2 years ago

Saving the bees while slowly killing the people and the rainforests. Well done!

Shart
Community Member
2 years ago

Bee hotel?..fine..but what about the guy that has to on the billboard to change the sign

Niffler_13
Community Member
2 years ago

Unfortunately I think it's "greenwashing". I think they should be addressing the massive deforestation their company is causing....

Bill
Community Member
2 years ago

How are they legally allowed to call McDonald's food?

Megamax
Community Member
2 years ago

Greenwashing ...

Kathy Baylis
Community Member
2 years ago

This comment is hidden. Click here to view.

Then McDonald’s US—-all big corporations in the country for that matter—-should step up their game and follow suit. If the bees go, the food crops go, and such catastrophic food shortages will inevitably result in never-ending violent worldwide conflict. I don’t know about anyone else, but I do not plan to live my future life in a brutal, barbaric, post-apocalyptic world, if I should survive the conflicts in the first place, especially now that I’m getting older.

George Digamma
Community Member
2 years ago

This comment is hidden. Click here to view.

I believe that the ratio between I help the environment with campaigns/I pollute via the waste of my products, is unfortunately negative

varwenea
Community Member
2 years ago (edited)

Even if it's small and/or gimmicky, it's still a start. Only the future will tell if they keep their promise. By switching to all compostable packaging and adding recycling, it's a significant impact on the planet, assuming their business doesn't decline in the meantime.

Amazon QT
Community Member
2 years ago

Yes I hate the “throw away” fast food packaging! I try to recycle my cups for other things. I try to use the same straw as much a possible, since I drink iced tea or water and not pop.

Load More Replies...
Kjorn
Community Member
2 years ago

better a smal gesture than nothing

N G
Community Member
2 years ago

This company is one of the biggedt polluters. They give away millions of plastic toys that are just thrown away

Jolijn Njamin-Geurts van Kessel
Community Member
2 years ago

You have a really good point. Though they are working on how to become more environment friendly (like replacing plastic straws with recyclable ones) they are taking it one step at a time and every step is positive. So I really hope they will rethink the plastic toys they give away for something that can be recycled.

Load More Replies...
Falcon
Community Member
2 years ago

Great idea overall. There might be a problem with the billboard ones tho. Usually they put up the billboards on the side of a road. I imagine the bee "family" that decides to move in will get a lot of roadkills.

DP von Icecream
Community Member
2 years ago

With GAZILLIONS of marketing budget PER COUNTRY McD's is basically able to do anything regarding image. Never understand why they simply reinvest those heaps of money & improve on their core business: FOOD. When you serve food that has got THAT MANY preservatives & additives, it is not food....... Stop eating this junk people & please stop feeding this crap to your kids!

Monika Soffronow
Community Member
2 years ago

I see a smart way to try to improve the image of the company. Fair enough. But I am left with a question: Does it actually work? The beehive is one thing, you design it, build it and put some combs and a queen in it and it is up and running, but the billboard one, does it work? Will bees colonize it, or even use it as a resting place? Do they need resting places? I remember some of my mum's flowers would always have some sleeping bees and bumblebees in them. Any bee keepers here?

Chicken Pox
Community Member
2 years ago

It's ironic that the bees are probably healthier than the chicken they are serving.

Martha Meyer
Community Member
2 years ago

They should do something about the insane amount of one use packaging they cause, instead of this empty gesture. Bees can build their own hives, what they need are more meadows with flowers for them to collect pollen.

Shart
Community Member
2 years ago

But what good is recycling..you do realize we sell our recycleable to china and they bury them. Its gotten to the point where even china doesnt want them

Mark Fuller
Community Member
2 years ago

OK. So maybe a bit hypocritical of a chain that creates waaaaaaay too much rubbish. But a welcome gesture all the same. Should be mandatory for all billboards!

Panda Kicki
Community Member
2 years ago

I live in Sweden. Reads newpapers every day and never heard of this. Bad luck or weak buzz I guess 🙂

Lou Wow
Community Member
2 years ago

What is this? A McDonalds for Bees?!

Natalie Beauchamp
Community Member
2 years ago

Absolutely amazing! Come on McDonalds Canada, it's time to do the same. along with McDonalds everywhere. Can you just image how helpful this could be on a global scale? The bees could recover so much quicker!

Amazon QT
Community Member
2 years ago

How can I upvote this 100,000 times!!’ It’s he Bees Knees. ♥️🐝🐝🐝♥️

Amazon QT
Community Member
2 years ago (edited)

So cute. I want this McDs for Bee!!! #McBees!

Jo Choto
Community Member
2 years ago

Saving the bees while slowly killing the people and the rainforests. Well done!

Shart
Community Member
2 years ago

Bee hotel?..fine..but what about the guy that has to on the billboard to change the sign

Niffler_13
Community Member
2 years ago

Unfortunately I think it's "greenwashing". I think they should be addressing the massive deforestation their company is causing....

Bill
Community Member
2 years ago

How are they legally allowed to call McDonald's food?

Megamax
Community Member
2 years ago

Greenwashing ...

Kathy Baylis
Community Member
2 years ago

This comment is hidden. Click here to view.

Then McDonald’s US—-all big corporations in the country for that matter—-should step up their game and follow suit. If the bees go, the food crops go, and such catastrophic food shortages will inevitably result in never-ending violent worldwide conflict. I don’t know about anyone else, but I do not plan to live my future life in a brutal, barbaric, post-apocalyptic world, if I should survive the conflicts in the first place, especially now that I’m getting older.

George Digamma
Community Member
2 years ago

This comment is hidden. Click here to view.

I believe that the ratio between I help the environment with campaigns/I pollute via the waste of my products, is unfortunately negative

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