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As part of a country-wide push to raise sustainability awareness in Sweden, various McDonald's franchises are installing bee hives called McHives on their rooftops.
According to Greenpeace, honey bees perform 80 percent of all pollination. Seventy out of the top 100 human food crops—which provide 90 percent of the world's nutrition—are pollinated by bees.
However, overuse of pesticides and climate change are now causing global bee populations to decline.
According to AdWeek, McDonald's in a partnership with marketing firm Nord DDB commissioned the project to raise awareness by creating bee hives that look like miniature replicas of McDonald's stores.
The idea of a fully-functioning beehive began at one store in Sweden and has now expanded to five in the country.
The hives were built by designer Nickals Nilsson. They are built to scale and include the McDonald's sign, a drive-thru, and patio seating.
McDonald's marketing director in Sweden Christoffer Rönnblad said, "we have a lot of really devoted franchisees who contribute to our sustainability work, and it feels good that we can use our size to amplify such a great idea as bee hives on the rooftops."
RUNDOWN SHOWS:
1. McHive
2. Bees pollinating flowers and crops, pesticide use and climate change have affected bee populations
3. McHive on top of McDonald's store
4. McHive exterior and interior makeup
VOICEOVER (in English):
"As part of a country-wide push to raise sustainability awareness in Sweden, various McDonald's franchises are installing beehives called McHives on their rooftops."
"According to Greenpeace, honey bees perform 80 percent of all pollination. Seventy out of the top 100 human food crops—which provide 90 percent of the world's nutrition—are pollinated by bees."
"However, overuse of pesticides and climate change are now causing global bee populations to decline."
"According to AdWeek, McDonald's in a partnership with marketing firm Nord DDB commissioned the project to raise awareness by creating beehives that look like miniature replicas of McDonald's stores."
"The idea of a fully-functioning beehive began at one store in Sweden and has now expanded to five in the country."
"The hives were built by designer Nickals Nilsson. They are built to scale and include the McDonald's sign, a drive-thru, and patio seating."
SOURCES: Adweek, Business Insider
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