So many brands are just selling us the fantasy of artisanal craftsmanship and granola roots. But Burt’s Bees is the real thing.
Trust us. Or if not, trust Baldwin&, MediaMonks and Google, who’ve just launched Burt’s Nature—a 360 experience that plunges you into the late Burt’s Bees founder’s cabin in rural Maine.
The 300-square-foot unit was originally a turkey coop and had no electricity or running water, the perfect embodiment of photojournalist-cum-beekeeper Burt Shavitz’s ethos: “The old ways are the best ways” and “Land is everything.” From this haven, he made honey.
Since then, the cabin’s been relocated to Burt’s Bees’ headquarters on the American Tobacco Campus in Durham, N.C. This 360-degree tour acts not just as an exhibit but as a way to bring Burt’s voice to a new audience. Touching tagged items brings him back to life (Burt died two summers ago at age 80) for a few seconds at a time.
“This is the exact spot that I started selling honey,” he reflects on a roadside, in a video that pops up when you touch a license plate that reads HONEYBZ.
“It was hot, I just fell right asleep in the cab. People wanted to buy honey, they’d have to shake the truck a little, bang on the side, I’d wake up … you know. All that really mattered at the time was that I do more than break even.”
“Burt was a living embodiment of our purpose to connect people to the wisdom, power and beauty of nature,” says Jim Geikie, general manager of Burt’s Bees. “Burt’s life is a potent reminder for all of us that we can’t lose sight of our relationship with nature.”
The video content was produced by Jody Shapiro, director of the independent documentary Burt’s Buzz.
Burt’s home exhibit joins the Observation Hive and Matthew Willey’s Good of the Hive Mural, which are at Burt’s Bees headquarters. The Observation Hive was installed in 2014 to educate the American Tobacco Campus’ 1.5 million annual visitors on bees and their role in our survival. It’s the largest hive of its kind in North Carolina, sometimes hosting 15,000 bees at a time.
Meanwhile, Willey’s mural was created to celebrate Shavitz’s life, and uses the concept of the “swarm” to reflect how Shavitz stumbled upon his first hive.
“Burt used to say ‘I wake up when the sun comes in my window and go to bed when it’s too dark to read,'” says Geikie. “Each day we come to work, we’ll be able to fondly remember the man who didn’t use an alarm clock and applaud his way of life as a beacon of inspiration in our hurried times.”
Now you can hear Burt say it himself, right by his horsehair bed.
Gabrielle Laurent- Burt’s Bees Group Manager Global PR
Patrice Sherman- Burt’s Bees Associate Group Manager, Global PR
Damien Tamez- Burt’s Bees Assistant Marketing Manager
Mitch O’Furey- Burt’s Bees Digital and Social Media Marketing Manager
Bob Ranew- Baldwin& Art Director
David Baldwin- Baldwin& Copywriter
Katharine Belloir- Baldwin& Account Director
Tonya Martin- Baldwin& Project Manager
Jody Shapiro- Producer, Director, 360 Experience Footage
Stacey Foster- Director, Editor, 360 Experience Footage
Brian Jackson- Director, Director of Photography, 360 Experience Footage
Carlos Fedrico Vergara – MediaMonks Frontend Developer
Mariano Larronde – MediaMonks VR/Unity Developer
Maria de la Paz Vargas – MediaMonks Digital Designer
Martine Lemans – MediaMonks Digital Project Manager
Ben Alcasas – MediaMonks Animator
Alfredo Rivera – MediaMonks Producer
Alex Danklof – MediaMonks Creative Director
The ZOO at Google- Creative Partner