Sid Lee’s 3-B Printing Project Creates Buzz

To celebrate the debut of Dewar’s Highlander Honey, the whiskey producer showcased the craft of one of its most important partners in making the new infused blend - the Highlander honey bees, with a unique 3-B Printing Project set up by Sid Lee New York and The Ebeling Group. 

The live event and showcase, which was broadcast via a dedicated Facebook app, let Dewar’s drinkers in on the process that goes into crafting each bottle of the whiskey.

A twist on the concept of 3D printing, the 3-B Printing Project was a unique event that fused digital printing with nature by employing the extraordinary activity of bees to build sculptural works of art. Integrating scientific expertise with digital design, the 3-B Printing Project provides 80,000 honey bees with a starter blueprint that mimicked their natural environment.

The inverted beehive (seen in the above video) was moulded in such a way that it guides the bees to craft their honeycomb hive around the framework provided. As the industrious workers cover their home with beautiful, golden honeycomb, they are creating striking, multi-dimensional masterpieces in custom-shaped moulds inspired by the new blend of Dewar’s Highlander Honey.

The bees have “printed” a complete 3D wax object in the shape of the whisky bottle, as well as the bust of the Dewar’s Drinking Man, the brand's mascot.

The campaign launched with the above :60 web trailer and The Ebeling Group tackled the obvious production challenges head-first for the mad bee-science experiment that was captured for an accompanying documentary released with the launch of the campaign.

"We've developed a reputation for taking on never-been-done-before projects.  And that's why this particular project was such a challenge, but so much fun," says Mick Ebeling. This business-as-unusual approach is in keeping with the exciting, groundbreaking content The Ebeling Group has consistently produced. 

The set’s non-standard conditions meant the director, DP and as many as 15 of the crew had to wear full beekeeper suits to protect themselves from being stung by the zealous sculptors.  The result is a beautiful glimpse into the process that may cause viewers to change their minds about the feared insect, as beekeeper Robin imparts the wisdom, “The venom of the bee means that you are going to get the sweetness of the honey.”