Greenpeace: Everything Is NOT Awesome
The Challenge
Reinvigorate the well-established Save The Arctic campaign to attract enough support to take on Shell.
The Insight
Previous Greenpeace campaign efforts were seen by some to be overzealous and off-putting.
The Solution
Harness and turn the cultural heft of Lego on itself to move from fostering outrage, to empathy and engage wider support.
- 16million+
- Views
- 75%
- New Audience Engagement
- 200k
- Petition Signatures
PRESS COVERAGE
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LEGO: Everything Is NOT Awesome
We broke up a toxic £65m partnership between Shell and Lego with a groundbreaking campaign. We made an animated campaign video which used LEGO's toys to show an idyllic arctic scene flooded by an oil spill.
