Everything is NOT awesome: how Greenpeace made the headlines using creative video | Behind the...
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Transcript of 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