• Greenpeace

    Everything is not Awesome

Problem

Struggling to engage new supporters.

Insight

Marketing perceived to be overzealous and off-putting.

Results

7.8m

Total Views

200k+

Petition signatures in 72 hours

4 months after release, Lego's partnership with Shell ended

Solution

We engaged wider support beyond Greenpeace’s core followers, by exchanging the usual tactic of fostering outrage for a more empathy-focused approach. The campaign successfully harnessed the cultural heft of Lego and used it in its favour to bring a giant to its knees.

More Work