WWF Deutschland - "Bee Radio"

Serviceplan Germany

Serviceplan Germany Munich, Germany

Awards

1245

This ad is part of the ACT Responsible Collection

Brand: WWF Deutschland
Country: Germany

Advertiser: WWF

Title	Bee Radio
Agency	Serviceplan Germany
Campaign	Bee Radio
Advertiser	WWF
Brand	WWF Deutschland
Date of First Broadcast/Publication	2023 / 5
Business Sector	Environmental & Animal Issues
Story	The sound of nature is endangered: For decades, entire populations of wild bees have been disappearing. WWF searched for a way to make their beautiful voices heard. Together with the Federal Institute of Agriculture, we recorded the humming of wild bees and played it back to the Google tool "Hum to Search" – a tool that usually finds songs by the humming of humans. But the bees also found their voices through the Google AI and generated songs that matched the sound of their humming.The tracks selected by the bees, went live on their very own online radio station. With Bee Radio, wild bees generated money for themselves – as the income from ads went directly to the WWF wild bee fund. And they have been busy bees: From humming over 750 songs to working as program directors on Germany’s biggest private radio station. More than 1.2 million minutes were streamed.
Media Type	Digital
Sound Design Company	Hastings Music
Music Company / Composer	Hastings Music
Global Chief Creative Officer	Alex Schill
Art Director	Vivien Katholing
Copywriter	Nedim Aktas
Copywriter	Kevin Ratnayaka
Managing Partner	Alexander Nagel
Creative Director	Matthäus Frost
Executive Creative Director	Moritz Dorning
General Manager	Maximilian Florian Schöngen
Agency Producer	Christian von zur Gathen
Producer	Daria Treder
Managing Partner	Oscar Meixner
Media Agency	MEDIAPLUS
Production Company	Nava films
EVP, Creative Officer	Till Diestel
Creative Operations Manager	Sabine Gwinner
MOTION DESIGN	Philipp Elsner