The diploma thesis Guerrilla Marketing: The Honey Campaign for the conservation of Bees and Beekeepers deals with the design of a guerilla marketing campaign with the aim of raising awareness of the importance of bees and their role in the ecosystem, with an emphasis on bee honey as a key product and symbol of bee colonies. In the first part of the paper, the ecological importance of bees is investigated, with an emphasis on the gray bee, which is crucial for pollination and the ecosystem in Croatia. The benefits of honey and other beekeeping products are emphasized, with the information that one kilogram of honey requires the lifelong work of 625 bees. The key role of beekeepers in the preservation of bees is described, especially with the problems of climate change, pesticides and diseases that affect them. Through an interview with a local beekeeper, an insight into the daily challenges in beekeeping and the importance of social support for the sustainability of bee colonies is provided. The second part of the paper defines the concept of guerrilla marketing as an unconventional approach that uses creativity and innovative methods to achieve maximum effect with limited resources. Various examples of campaigns that have been successfully implemented in different industries are described. The third part of the paper is focused on designing its own guerilla campaign Honey for the preservation of bees and beekeepers. The campaign uses unconventional methods, such as fake product boxes, a series of posters, interventions in public spaces and the web, to attract attention and encourage interaction. The final part of the paper presents design solutions for the campaign, a campaign that creatively communicates the ecological value of bees and motivates active participation in their preservation and support for local beekeepers. The paper concludes that guerrilla marketing is a powerful tool for creating change and that creative design can achieve a significant impact on public awareness of the threat of bees and the need for their conservation.