Wilderflowers

Bees are becoming less common outdoors. And so are our kids. The forces that pull kids to the couch and keep them tethered to a screen are becoming stronger and stronger. I mean, how do you compete with mega video game companies, 24/7 streaming entertainment and the constant pull of social media?

Our approach? Don’t make it about the kid or about disconnecting from tech. Instead, activate kids to get outside to save the bumblebees. A recent study identified that the Western Bumblebee had declined 72% in Colorado. And 20% of all of our bumblebees are now at risk of extinction. We leaned into children’s and their parents’ natural altruism. Then, we created a new product and brand from the ground up and made it easily accessible. Introducing Wilderflowers, native wildflower seeds specifically designed to be Colorado pollinator magnets. The colorful packages were inspired by wildflowers and became the art medium for the entire communications campaign. Over 100,000 free packets of Wilderflowers were distributed across the state at public libraries and neighborhood Little Free Libraries.

The integrated communications campaign used billboards to direct families to GenerationWild.com for locations to pick up free seeds. The campaign also included point-of-sale, digital, social, and videos showing in theaters to get the state buzzing the kids off the couch.