The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Innovation & Transformation / Innovation in Design
Annual ID
OS23_DE191M
About the Work
[BACKGROUND]
Globally, honeybees are on brink of extinction. Especially in Korea, about 7.8 billion honeybees disappeared last year alone. The biggest cause is the climate crisis. Honeybees, which are sensitive to temperature change, were not able to adapt to drastically changing climates. More importantly, the standard beehive that has barely changed over the 5000-year history of beekeeping history was not able to protect the honeybees from drastically changing climate. We thought: if the climate has changed, the beehives must evolve as well. Thus, we redesigned the previous beehive completely with the world’s most bee-friendly beehive, the optimized beehive best fit to protect the honeybees from the climate crisis.
[IDEA]
There were numerous efforts to save the bees in the past. However, most attempts were to increase the number of hives or to plant more flowers to increase the bees’ food. We wanted to find a more fundamental solution. Considering the climate crisis as the biggest cause of the honeybee extinction, we created the Solar Beehive, a smart honeycomb that protects temperature-sensitive bees from the abnormal climate.
Of course, smart beehives existed before, but most were for beekeepers to simplify the extraction of honey. The Solar Beehive is specialized in ‘bee-friendly design’. From the entrance size, depth of feed container, temperature and humidity controller location, and exterior design, everything was designed to be ‘bee-friendly’ so that the honeybees can thrive in optimal environments. The Solar Beehive is also ‘zero-carbon’. To emit no carbon, the electricity required to power the Solar Beehive is supplied through solar panels installed on the exterior roof.
2023 Awards
Total Points: 3
Merit
Credits
Agency
INNOCEAN / Seoul
Client / Brand
Hanwha / Seoul
Production Company
Planit Production / Seoul
Art Director
Eun-Ha Oh
Copywriter
Doyu Yang
Seung-Ha Rhee
Chief Creative Officer
Jung-a Kim
Creative Director
Nari Moon
Creative Technologist
Hye-dong Roh
Director
Dong-Hwa Shin
Director of Photography
Gi-Won Hyun
Executive Producer
In-Kyu Hwang
Producer
Bae-Sung Kim
Wan-Sik Yun
Account Director
Seon-Jeong Min
Account Executive
Bitnawa Yu
Chang-Gi Han
Hee-Yeon Kim
2D Supervisor
Ha-Na Choi
3D Supervisor
Young-Jin Jeon
Art Supervisor
Il-Mak Yoo
assistant director
Hee-Jae Lee
Chief Account Director
Chul Yum
Client Chief Director
Jee-Young Park
Client director
Ka-Jeong Shin
Creative Planner
Jina Shin
EDIT Supervisor
Sun-Young Kim
GAFFER
Dong-Hwan Kim
Media Director
Seong-Hoon Kim
Media Planner
Jong-Won Park
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