People throughout the world know that bee populations are declining, but right now they are worrying about the cost of living. So Terre d’Abeilles and TBWA\Paris put the two problems together right in front of people’s eyes.

At the Chauvigny market, in the heart of France for one day, fruit and vegetable prices were multiplied by fifteen. €180 per kilo of tomatoes, €30 per cucumber, €120 for a punnet of strawberries, €233 per kilo of courgettes, €89 for a melon.

Those prices, calculated using cross-referenced data from the official INRAE simulator and international scientific studies (Klein, Siopa, Turo), reflect the true cost of food in a world without pollinators. The deliberately striking experiment aimed to make a still too abstract reality concrete – without bees, everyday food would become an unaffordable luxury.

It’s not just about honey. As discussions intensify around the authorisation of certain chemical substances, the issue goes far beyond environmental protection. Each year in France, nearly one-third of honeybee colonies are wiped out or severely weakened. And the latest update of the IUCN Red List (October 2025) confirms that 10% of European wild bee species are now threatened with extinction – a 123%** increase in just a decade.

The campaign brings bees’ problems into everyday lives. The disappearance of bees is not just an environmental emergency, it is the greatest threat to people’s purchasing power. 72.2%*** of crops grown for human consumption depend, to varying degrees, on insect pollinators. Less pollination means lower yields, scarcer production, increased pressure on agricultural markets and ultimately, higher prices for everyone.

Head of Post-Production: Séverine Damolini
Post Producers: Melanie Bernard & Laurent Charon
Editor: Jeremy Medici
Colourist: Thea Guillemot
 
Sound Production : \ELSE
Head of Music and Sound: Olivier Lefebvre
Art Director Music: Ferdinand Huet
Sound Director: Ambroise Cabry
Sound Engineers:  Max Labarthe