Silk, in partnership with Pattison and l’Université de Montréal, wanted to give back to the planet and to our pollinator friends.

By creating Bee Hotels across Québec, we reimagined how traditional media placements can serve for the betterment of the planet. Bee-friendly flowers were planted near all billboard placements, and bee hotels were placed on the billboard supports. These small houses served as pollination stations for the bees, providing shelter and a place to rest when needed.

Starting in 2021 as a pilot project in Québec, this initiative has grown into a Canada-wide annual campaign for Silk and their partners.

Bee Hotels won 2 bronze awards at the 2022 Idéa: for Social and Environmental Sustainability and for Best Use of Non-Conventional Non-Media Approach.