Everything is NOT Awesome

Everything is NOT Awesome

We broke up a toxic £65m partnership

  • Challenge

    Reinvigorate the well-established Save the Arctic campaign to attract enough new supporters to take on Shell.

  • Insight

    Previous campaign efforts were seen by some to be overzealous and off-putting.

  • Solution

    Harness and turn the cultural heft of Lego on itself to move from fostering outrage, to empathy and engage wider support.


  • 16m+
  • 75%
    new audience engagement
  • 200k
    petition signatures

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