Everything is NOT Awesome

Everything is NOT Awesome

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.

  • Challenge

    Greenpeace wanted to take on Shell and ensure their Save the Arctic didn’t run out of gas.

  • Insight

    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.

  • Solution

    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.


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

On Social

In the Press