瑞典麦当劳的广告牌也引起了不小的轰动

瑞典麦当劳的广告牌也引起了不小的轰动，其广告牌的面积相当于蜜蜂旅馆的两倍

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，麦当劳在瑞典开设了一家名为“蜜蜂小餐厅”的餐厅，引起了人们对蜜蜂危机的关注——蜂群正在以前所未有的速度灭绝，我们都应该对此感到担忧。

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.

现在，他们又开始在广告牌背面建造小型“蜜蜂旅馆”。NORD DDB是瑞典麦当劳以蜜蜂为主题的建筑背后的创意机构，该机构向DesignTAXI解释说，瑞典30%的野生蜜蜂受到威胁，主要是因为它们没有足够的休息区域。

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

因此，该公司与户外广告公司德高(JCDecaux)合作，将广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.

麦当劳每年在全球范围内花费超过18亿美元在广告和促销上，试图树立一个关怀和绿色的公司形象。虽然这些促进蜜蜂多样性的本地化努力是伟大的——目前在一个广告牌的背面就有6家“酒店”——但与该公司对整个环境造成的破坏相比，这些努力微不足道。

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.

多年来，麦当劳对肉类、家禽和棕榈油等产品的大量需求不仅导致了森林砍伐和温室气体排放，而且只有50%的客人包装来自可持续资源，目前只有10%的餐厅在回收利用。

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，他们正在采取措施改进。“我们的客户告诉我们，包装垃圾是他们希望我们解决的首要环境问题，”麦当劳首席供应链和可持续发展官弗朗西斯卡·德比斯(Francesca Debiase)在一份声明中说。

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，该公司希望其所有的顾客包装100%来自可再生、可回收或经过认证的资源，并在其所有餐厅提供可回收利用的产品。

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?

崇高的目标和伟大的承诺，但他们会辜负他们所期望的环保先锋形象吗?还是仅仅是为了让人们从积极的角度来谈论他们而设计的“绿色清洗”的象征性姿态?

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.

只有时间才能证明。与此同时，如果一切顺利，麦当劳(McDonald ' s)瑞典分公司和德高集团(JCDecaux)计划在2020年春季扩大其“蜜蜂酒店”(bee hotels)连锁店。

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

瑞典麦当劳之前曾因这家蜜蜂小餐馆而轰动一时

Image credits: NORDDDB