Entrant: Isobar México, Mexico CitySon de Miel - "Last Straw"
Corporate Name of Client:Son de Miel
Client Marketing Directors:Gabriela Esqueda / Michell Halley
PR Company:PRP, Mexico City
PR Executives:Rosa Viñals / Arisbel Garay Rubio / Alma López / Hanna Ainsworth / Caroline Dean / Paola De la Barreda Becerril / Víctor Sánchez Pimentel / Sonia Calixto Fernández
Advertising Agency:Isobar México, Ciudad de México
Agency Account Executives:Fernanda Mantilla / Adriana González
Global Chief Creative Officer:Ronald Ng
Chief Creative Officer:Luis Ribó
Group Creative Directors:David Zacarías / Jorge Ortega
Creative Directors:Francisco Hernández
Associate Creative Directors:Mario Berber / Pilar Burgos
Copywriter:Ulises Jimenez
Art Directors:Carlos Zaldo / Isis Abundis
Conceptors:Pilar Burgos / Carlos Zaldo / Isis Abundis / Ulises Jimenez / Cecy Campos / Daniel Valencia
Executive Agency Producers:Jorge Russ / Raul Rojas / Diego Palomino
Creative Technologist:Javier Fuentes
Social Media Strategist:Tony Saavedra
Programmer:Javier Fuentes
Project Managers:Ricardo Tovar / Alma Memije / Diana Martínez
Production Company:Árbol Cine, Mexico City
Director:Carlos Cruz
Senior Executive Producers:Enrique Shclebach / Annaiz Cortés / Raúl Villanueva
Executive Producers:Alonso Mendoza / Stefano Borzato / Samuel Garcilazo
Producers:Jorge Russ / Raúl Rojas / Diego Palomi /
Director of Photography:Manuel Caballero
Post-Production Company:Árbol Cine, Mexico City
Animators:Levi López / Daniel Valencia
Editors:Rodrigo Guerrero / Edgar Guerrero
Design Company:Prax Lab, Mexico City
Design Directors:Felipe Mantilla / María Jimenez
Designers:Alonso Gamboa / Maria Fernanda Ocampo / Herel Sánchez
Graphic Designers:Alonso Gamboa / Maria Fernanda Ocampo / Herel Sánchez
Photographers:Mariano Cano / Nahum Padilla
Description:
We realized that the diameter of the most commonly used straw is the same size as honeycomb cells, which means the straw has the perfect size for the most important bee species for pollination to be born: the apis mellifera.
In order to build Last Straw beehives, we collected straws in rivers and fields, sterilized them, and created a design using 100% recyclable materials.
In our design, the aesthetic responds to the functionality. It was inspired by Langstroth Jumbo traditional hives, created to produce honey but also ideal to increase bee population.
Usually, bees build their hives starting with a perimeter. With Last Straw, the perimeter is already done, so they work less and reproduce more quickly.
In the end, we achieved our two principal goals: increase bee population and reduce plastic pollution.
The Last Straw blueprints are available under a Creative Commons license, so anyone can make use of this idea.
More info here: www.laststraw.lat
