瑞典麥當(dāng)勞的廣告牌也引起了不小的轟動

瑞典麥當(dāng)勞的廣告牌也引起了不小的轟動，其廣告牌的面積相當(dāng)于蜜蜂旅館的兩倍

Some time ago, Mcdonald’s Sweden created a buzz with their ‘tiny restaurant for bees,’ which helped to bring attention to the bee crisis – colonies are dying off at unprecedented rates and we should all be concerned by this.

不久前，麥當(dāng)勞在瑞典開設(shè)了一家名為“蜜蜂小餐廳”的餐廳，引起了人們對蜜蜂危機(jī)的關(guān)注——蜂群正在以前所未有的速度滅絕，我們都應(yīng)該對此感到擔(dān)憂。

Now, they are at it again by creating small ‘bee hotels’ on the back of their billboards. NORD DDB, the creative agency behind McDonald’s Sweden’s bee-focused architecture, explained to DesignTAXI that 30% of wild bees in the country are threatened, mainly because they do not have enough resting areas.

現(xiàn)在，他們又開始在廣告牌背面建造小型“蜜蜂旅館”。NORD DDB是瑞典麥當(dāng)勞以蜜蜂為主題的建筑背后的創(chuàng)意機(jī)構(gòu)，該機(jī)構(gòu)向DesignTAXI解釋說，瑞典30%的野生蜜蜂受到威脅，主要是因為它們沒有足夠的休息區(qū)域。

So the company teamed up with outdoor advertising firm JCDecaux to turn the backs of its billboards into tiny “hotels.”

因此，該公司與戶外廣告公司德高(JCDecaux)合作，將廣告牌的背面改造成小型“酒店”。

McDonald’s spend over $1.8 billion every year worldwide on advertising and promotions, trying to cultivate an image of being a caring and green company. While these localized efforts to promote biodiversity of bees are great – there are currently 6 ‘hotels’ so far, set up on the back of a single billboard – they pale in comparison to the damage that the company does to the environment as a whole.

麥當(dāng)勞每年在全球范圍內(nèi)花費(fèi)超過18億美元在廣告和促銷上，試圖樹立一個關(guān)懷和綠色的公司形象。雖然這些促進(jìn)蜜蜂多樣性的本地化努力是偉大的——目前在一個廣告牌的背面就有6家“酒店”——但與該公司對整個環(huán)境造成的破壞相比，這些努力微不足道。

As well as contributing to deforestation and greenhouse gas emissions over the years through its intensive need for meat, poultry and products like palm oil, only 50% of Mcdonald’s guest packaging comes from sustainable sources and only 10% of its restaurants are currently recycling.

多年來，麥當(dāng)勞對肉類、家禽和棕櫚油等產(chǎn)品的大量需求不僅導(dǎo)致了森林砍伐和溫室氣體排放，而且只有50%的客人包裝來自可持續(xù)資源，目前只有10%的餐廳在回收利用。

However, they are taking steps to improve. “Our customers have told us that packaging waste is the top environmental issue they would like us to address,” Francesca Debiase, McDonald’s chief supply chain and sustainability officer, said in a statement.

然而，他們正在采取措施改進(jìn)。“我們的客戶告訴我們，包裝垃圾是他們希望我們解決的首要環(huán)境問題，”麥當(dāng)勞首席供應(yīng)鏈和可持續(xù)發(fā)展官弗朗西斯卡·德比斯(Francesca Debiase)在一份聲明中說。

By 2025 the company wants to have 100% of its customer packaging come from renewable, recycled, or certified sources and have recycling available in all its restaurants.

到2025年，該公司希望其所有的顧客包裝100%來自可再生、可回收或經(jīng)過認(rèn)證的資源，并在其所有餐廳提供可回收利用的產(chǎn)品。

Noble aims and big promises, but will they live up to their desired image of environmentally-conscious trailblazers? Or are they simply token gestures of greenwashing designed to get people talking about them in a positive light?

崇高的目標(biāo)和偉大的承諾，但他們會辜負(fù)他們所期望的環(huán)保先鋒形象嗎?還是僅僅是為了讓人們從積極的角度來談?wù)撍麄兌O(shè)計的“綠色清洗”的象征性姿態(tài)?

Only time will tell. Meanwhile, McDonald’s Sweden and JCDecaux plan to expand its chain of ‘bee hotels’ in spring 2020 if all goes well with this one.

只有時間才能證明。與此同時，如果一切順利，麥當(dāng)勞(McDonald ' s)瑞典分公司和德高集團(tuán)(JCDecaux)計劃在2020年春季擴(kuò)大其“蜜蜂酒店”(bee hotels)連鎖店。

Mcdonald’s Sweden previously hit the news with this tiny restaurant for bees

瑞典麥當(dāng)勞之前曾因這家蜜蜂小餐館而轟動一時

Image credits: NORDDDB