Our challenge was to give a super-premium ice cream brand momentum and relevance in an increasingly earth-conscious society. As Colony Collapse Disorder threatened the U.S. bee population, agency planners recognized that 40 percent of the natural flavors used in Häagen-Dazs ice cream could disappear—and with it, one third of all the natural products we eat. So they convinced Häagen-Dazs to put their trust in the idea of creating an integrated program ('HD loves HB') to help preserve both its long-term future and the well being of an all-natural workforce: the honeybees. The result was one of the fastest moving media and PR stories of 2008, real contributions to bee research, renewed revenue growth and, ultimately, testimony before Congress to save the honeybee.