We broke up a toxic £65m partnership
Greenpeace asked us to help break up the multi-million pound partnership between Lego and the oil giants, Shell.
Greenpeace wanted to take on Shell and ensure their Save the Arctic didn’t run out of gas.
By harnessing and turning the cultural heft of Lego on itself, we’d be able to reach new a new audience of their fans and leave them no choice but to part company with Shell.
We exchanged the usual tactic of fostering outrage for a more empathy-focused approach. We created a campaign full of pop culture “Easter eggs” to engage an audience far wider than Greenpeace’s core supporters.