Not all food that say’s “real” is real, but Honey Nut Cheerios are really made with real honey. So to show it, we designed a billboard that was a living beehive—a billboard which slowly revealed its message as it made more and more honey. Our message then became a local ingredient in local boxes of Honey Nut Cheerios. We made the news. We made people think about the food they eat. We made more than a billboard, we made a real ingredient come to life.

Saatchi & Saatchi NY (2015)