Green Pencil for Haagen-Dazs Help The Honey Bees Campaign

Häagen-Daz, the American ice cream brand, are sharing the One Show Green Pencil for environmental impact with their agency Goodby Silverstein & Partners. Vanilla Honey Bee, a new flavour introduced in 2008, was associated with a campaign to do something about the Colony Collapse disorder which threatens to destroy honey bee populations around the world.

Haagen Dazs Loves Honey Bees web site

According to the Feed Company case study report, (PDF), Dreyer’s Grand Ice Cream, the maker of Häagen-Dazs ice cream, adopted the issue – the first time it has ever lent support to a cause – because of its direct impact on its product: 30 of the 73 Häagen-Dazs flavors (including the immensely popular Strawberry, Vanilla Swiss Almond, and Banana Split) contain ingredients pollinated by honey bees. The company embarked on a number of bee-related philanthropic initiatives, including the donation of a portion of the proceeds from sales of their new Vanilla Honey Bee ice cream and all bee-dependent flavors to support CCD research at Penn State and UC Davis. Products that rely on the bees were labeled “honeybee-dependent” and tagged with an HDlovesHB icon.

Death of the Honeybee

An operatic tale of a honeybee and a flower begins with such promise, but ends tragically. The video was launched in April 2008, gaining respect for visual effects and gathering the beginning of an understanding of the Honey Bees cause.

Click on the image below to play the video.

Bee-Boy dance crew drops dead

The Help the Honey Bees Campaign really took off with the viral video, “Bee-Boy dance crew drops dead”, launched on YouTube, DailyMotion and Metacafe in July 2008. A breakdancing bee grooves and moves to DJ Honey’s beat, ready to get into even more exciting motion only to discover that his backing crew has mysteriously disappeared.

Click on the image below to play the video.

Disco Dancing Bees Drop Dead

An later version of the video, launched in October 2008, featuring disco ball, lights, and a floor shared with female bees, didn’t do quite as well in the hits rankings.

Click on the image below to play the video.

The Help the Honey Bees Site

The Help the Honey Bees site introduces ice cream fans to the puzzling mysteries behind Colony Collapse disorder, and points out just how important bees are to the economy.


Opera was developed at Goodby Silverstein & Partners by creative directors Jim Elliot, Jeff Goodby, Margaret Johnson, creatives Tyler Magnusson and Matt Rivitz, agency producer Hilary Bradley. Filming was shot by directors Laurent Lauru and Cedric Nicolas-Troyan via Psyop with producer Michael Niethardt, editor Patrick Griffin at Lost Planet. Music was produced at Q Department.

Haagen Daz Bee Boys

Filming for the Bee Boy videos was shot by director Trish Sie via Bob Industries. Trish is known for the music videos she directed for brother Damian Kulash in OK Go, “A Million Ways” and “Here It Goes Again”. Music was produced by Elias Arts. Agency producer was James Horner.

Seeding for the Bee-Boy video was done by Feed Company, Los Angeles. Their reports indicated that in two weeks, “Bee-Boy Dance Crew” was viewed over 2 million times online. In addition, it received more than 3,500 comments on YouTube and was “buzzed about” on more than 130 sites and blogs and over 11,000 forum discussion sessions.