Hasta La Creative!

Electronic’s brand Bowers & Wilkins takes us on a journey in nature, with bees as the protagonists, whilst showcasing their superior sound fidelity in the process. For their first experiment they took the Bowers & Wilkins T7, a portable Bluetooth speaker, recorded the sound of honeybees in their hives, (with the help of sound recordist Sam Nightingale) and then played it back. Would the sound be crispy and distinct enough to attract the bees? If so, can this be used in the future to save this fast-disappearing creature? This is, strangely, quite a moving piece. And for me it works so much better than say, anything by Beats by Dre , which is more a lifestyle brand rather than a brand touting fidelity. I get why Beats would want to use Athletes and musicians as an aspirational hook, but this concept makes Bowers & Wilkins seem like the speakers for audiophiles.

It does seems like a missed opportunity not to tie this to a cause marketing initiative. As in, for every T7 sold, B&W will donate a portion to organizations who are working to preserve bees. Hopefully someone at B&W will rectify that.