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2. How Greenpeace made
the headlines using
creative video
EVERYTHING IS NOT AWESOME

3. BACKGROUND

5. BRIEF

6. Create potentially viral content; to recruit millions of people to take action;
that damages Shell’s brand credibility and ‘social license’;
and leads to beloved children’s toy Lego ending its relationship with
the oil giant Shell that is trying to drill in the Arctic.
BRIEF

7. DIGITAL
INFLUENCERS
18-35
PARENTS OF
CHILDREN AGED
3-12
Who have played Lego with
their kids. They can now be the
Arctic Defenders to persuade
Lego to end their deal with
Shell and protect the Arctic
and your children’s future.
EXISTING GP
SUPPORTERS
Aware of the
environmental
implications of Shell
drilling in the Arctic and
want to take action to
highlight Lego’s toxic
partnership with Shell.
Community driven digital
creators, curators
and sharers.
AUDIENCE

8. Engaging new audiences in a topic that the they had no
prior knowledge of.
CHALLENGE

9. CREATIVE STRATEGY

10. CREATIVE
OUR PROCESS
1
2
3
Campaign Creative Strategy
Initial idea development. Concepts are scored against a range of top-line
factors particularly their emotional potential and how closely they fit the
current zeitgeist as well as the branding style/tone of voice.
Creative Tactics
Once clients have selected the content and/or wider campaign route,
we enter a development phase that involves a tactical layering of factors
into the creative to increase its shareability and PR potential. The creative
team are joined by PR and media experts.
Distribution
We develop a paid, owned and earned campaign.
Paid - Ignite earned with targeted campaign to influencers
Earned - utilises all stage two hooks to sell in to press and aggregators
Owned - leverage the most value from client and DP channels

11. Emotion: How does it make us feel?
H
1.
2. Zeitgeist: How is it relevant to now?
3. Authenticity: How is it different from just ‘an advert’?
4. Storytelling: Does it reward people who engage with it?
5. WOULD WE SHARE IT?
Every campaign idea is rigorously assessed against a “reasons-to-share” checklist.
CREATIVE STRATEGY
STAGE 1

12. INITIAL CONCEPTS
LEGO PROTEST ICE LEGO
FAKE PRESS RELEASE AND VIDEO PARODY LEGO FILM TRAILER

13. CHOSEN ROUTE
ARCTIC OIL SPILL DIORAMA
A haunting fly-through of a lego Arctic diorama as
it is destroyed by an oil slick

14. CREATIVE STRATEGY
Trends: Can we build in current trending topics/styles?H1.
2. Timings: When shall we launch? What other events can we link to?
3. Easter Eggs: What references can we include?
4. Title/Tag Line: How will we grab people’s attention?
5. Music/Talent: Can we use any well known names for PR push?
When we develop the chosen campaign concept
PR and Media experts input into the creative!
STAGE 2

15. STAGE 2
HALO - BELIEVE
TRENDS
TRENDS

16. STAGE 2
TIMING

17. TIMINGS
STAGE 2
EASTER EGGS

18. TIMINGS
STAGE 2
EASTER EGGS

19. TITLE AND MUSIC
TITLE/MUSIC
STAGE 2

20. PRODUCTION

21. PRODUCTION

22. PRODUCTION

23. PRODUCTION

24. THE
FILM

26. LAUNCH
STRATEGY

27. Partnerships: Who can we bring on board? Whose audience do we want?
H
1.
2. Paid: How can we amplify the owned and earned media?
3. Influencers: Who should we target and how do we reach them?
4. PR: What is the news hook? Which journalist do we target?
5. Owned: How can we make use of owned channels in a noticeable way?
Each idea and subsequent reasons to share feed into a tailored rollout plan and
media strategy based on Stage 1 and 2 developments and insights.
CREATIVE STRATEGY
STAGE 1

28. SEEDING VERTICALS (SOCIAL/BLOGS/PAID)
GAME OF
THRONES
HARRY
POTTER
HALO LEGO
LEGO ‘THE
MOVIE’
CONTENT
AGGREGATORS
FILM
CRAFT
ENVIRONMENT

29. EASTER EGG COVERAGE
PR STRATEGYSTAGE THREE
SOCIAL STRATEGY

30. …..
BLOGGER OUTREACH
STAGE THREE

31. …..
PR STRATEGY
INFLUENCERS
STAGE THREE

32. …..
PR STRATEGY
OWNED
STAGE THREE

33. GLOBAL PR
PR OUTREACH
STAGE THREE

34. CENSORED

35. SOCIAL MEDIA COVERAGE

36. PR PUSH

37. FILM RESULTS

38. HOW HAS IT DONE?
PETITION
PAGE HITS
471,651
19.4%
CONVERSION
RATE
HOW DID IT DO?
75%
NEW AUDIENCE
ENGAGEMENT
PETITION PAGE
CONVERSIONS
91,793
SOCIAL
GROWTH
20K+

39. WIDER CAMPAIGN
ACTIVITY

40. OTHER ACTIVITY
Greenpeace creates a protest
scene with LEGO figures, against
a model SHELL oil platform, in the
popular Legoland theme park in
Denmark.
Billund, Denmark Venice, ItalySeoul, Korea
Greenpeace activists place Lego
mini figures to protest with
banners reading: 'Save the Arctic'
against Shell in Venice.
Greenpeace activists place Lego
mini figures to protest with
banners reading: 'Save the Arctic'
(in Korean) against Shell at
Gwanghwamun square in Seoul.

41. OTHER ACTIVITY
London, UK Sydney, AustraliaSlough, UK
Kids are protesting by building three
massive LEGO Arctic animals
outside Shell’s HQ in London. With
their parents and guardians, they’re
calling on LEGO to stop promoting
Shell’s logo on their LEGO toys
because kids love the Arctic and
don’t want Shell to destroy it.The
children will construct a polar bear,
walrus and snowy owl reaching up
to seven feet high. The giant bricks
are made from reinforced cardboard
and will be donated to a local school
after LEGO ends its deal with Shell.
Greenpeace LEGO figures arrive at
the LEGO HQ after traveling from
Paddington Station in London to try
to deliver a petition. The 115,000
signatures petition, collected in just
three weeks, asks the toy company
to cut ties with Shell and help 'Save
the Arctic” from destructive oil
exploration.
Greenpeace activists in LEGO figure
costumes take to the streets of
Sydney to demand an end to the
partnership between LEGO and
Shell. The figures are shown
preparing their materials, on their
way to the protest, at a Shell service
station, returning to work and then
calling friends to tell them about the
next event.

42. AND THEN THIS
HAPPENED...

45. RESULTS

46. THE END