Young Lions 2025 Print
Not every cure is man-made
The Brief
Bees are often associated with food — honey, hives, and fruit. But wild bees, which make up over 20,000 species, are responsible for far more than we realize. They don’t just pollinate crops. They pollinate the plants behind life-saving medicines — like the tropical periwinkle, used in chemotherapy for childhood leukemia.
Yet 1 in 4 wild bee species is threatened with extinction. Bee:wild challenged us to change perception — to make wild bees famous. Not cute. Not sweet. Essential.
Our mission: show people that protecting wild bees isn’t just about saving the planet. It’s about saving people — especially the smallest ones.
Our Response
Creative Idea
Medical care reimagined through the lens of nature, gaining attention from a luxury trend — wellness IV infusions. IVs are all over social media and undeniably a luxury, as the benefits are mostly denied by doctors.
The infusions have virality among Gen Z, who have grown up on socials, love wellness and prefer experiences over products. Because the treatments are consumed by the wealthy, the ad will ignite interest amongst people with significant means to donate, alongside youngsters.
The visual includes a wild bee on top of a tropical periwinkle, inside an IV bag running out medicine, with a tube leading to a child’s arm. One doesn’t need to understand the science to know what’s going on. A humorous element, the baby pointing up, finalizes the ad.
The bee portrays what is taken for granted — the unseen that holds everything together. If pollinators are lost, so are options, treatments and time.
Our Response
Strategy & Insight
Being on top of everything wrong in the world is unachievable. Acting on issues seems even harder, since the number of problems to tackle makes it nearly impossible to stop and take a proper look on one. However, if a loved one gets sick, the world stops.
Most bee campaigns focus on food. We found a less-known, emotional angle — wild bees help pollinate the flower that powers an irreplaceable leukemia drug. No climate messaging or guilt, but intimacy. A sick child, IV, and a bee. And, despite the dark matter, some humor as well to add wittiness and promote attention.
By placing the bee in a space reserved for medicine, we symbolically reframed it as a lifesaver. The visual is purposefully minimal, giving attention to what matters. The clean, medical, luxurious, aesthetics also reference the IV wellness ads, building a juxtaposition between one’s ability to indulge in such services, while others are fighting for their life.
The ad delivers in a single glance, with one line. It speaks to anyone who’s ever waited for news in a hospital.
The ad resonates with Gen Z through minimalism, deep meaning, and emotional honesty. Simultaneously, the luxurious elements remind them of the IV infusion therapy trend. The stark contrast between an unneeded luxury and vital medicine provokes moral reflection and encourages action.
Beyond our main target group, the message moves people across generations. We’re pinpointing to the wealthy, who have access to wellness IVs, and who can make significant donations.
The Results
We didn’t place in the Young Lions competition—but participating in the most prestigious competition for young creatives was an invaluable learning experience. In many ways, the growth and insight we gained were more rewarding than any podium finish.
