Abeille Royale: My Mr Honey

MullenLowe China and Guerlain cast a healing spell in a new campaign called "My Mr. Honey" for Abeille Royale. "Let's meet on the Island of Healing," Yang Yang said on Weibo earlier this month. "I'll be waiting." This enigmatic micro-blog post earned over 380,000 retweets, and helped to unveil Guerlain's new creative campaign. The "Island of Healing" is a clue to the entire campaign - and has generated a great deal of online discussion, reaching a crescendo with the screening of the micro-movie, "My Mr. Honey".