everything is not awesome: how greenpeace made the headlines using creative video | behind the...

How Greenpeace made the headlines using

creative video

EVERYTHING IS NOT AWESOME

BACKGROUND

BRIEF

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

DIGITAL INFLUENCERS

18-35

PARENTS OF CHILDREN AGED

3-12Who 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

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

CHALLENGE

CREATIVE STRATEGY

CREATIVE OUR PROCESS

1

2

3

Campaign Creative StrategyInitial 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 TacticsOnce 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

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

INITIAL CONCEPTS

LEGO PROTEST ICE LEGO

FAKE PRESS RELEASE AND VIDEO PARODY LEGO FILM TRAILER

CHOSEN ROUTE

ARCTIC OIL SPILL DIORAMA

A haunting fly-through of a lego Arctic diorama as it is destroyed by an oil slick

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

STAGE 2

HALO - BELIEVE

TRENDS

TRENDS

STAGE 2

TIMING

TIMINGS

STAGE 2

EASTER EGGS

TIMINGS

STAGE 2

EASTER EGGS

TITLE AND MUSIC

TITLE/MUSICSTAGE 2

PRODUCTION

PRODUCTION

PRODUCTION

PRODUCTION

THE

FILM

LAUNCHSTRATEGY

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

SEEDING VERTICALS (SOCIAL/BLOGS/PAID)

GAME OFTHRONES

HARRYPOTTER

HALO LEGO

LEGO ‘THE MOVIE’

CONTENT AGGREGATORS

FILMCRAFT

ENVIRONMENT

EASTER EGG COVERAGE

PR STRATEGYSTAGE THREE

SOCIAL STRATEGY

…..

BLOGGER OUTREACHSTAGE THREE

…..

PR STRATEGY

INFLUENCERSSTAGE THREE

…..

PR STRATEGY

OWNEDSTAGE THREE

GLOBAL PR

PR OUTREACHSTAGE THREE

CENSORED

SOCIAL MEDIA COVERAGE

PR PUSH

FILM RESULTS

HOW HAS IT DONE?

PETITION PAGE HITS

471,65119.4%

CONVERSION RATE

HOW DID IT DO?

75%

NEW AUDIENCE ENGAGEMENT

PETITION PAGE CONVERSIONS

91,793

SOCIAL GROWTH

20K+

WIDER CAMPAIGN ACTIVITY

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.

OTHER ACTIVITYLondon, 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.

AND THEN THIS HAPPENED...

RESULTS

THE END