This is how a social media campaign is done.
Greenpeace launched an online petition calling on Lego to end a partnership with Shell and released the above video with the very strong theme that everything is not awesome. And after a million signatures were collected Lego has announced that it will end a long term distribution contract whereby its goods were sold in Shell service stations.
Danish toymaker Lego has announced it won’t renew its long-standing contract with Shell following a viral Greenpeace campaign.
The group launched an online petition calling on Lego to end the partnership, followed by a YouTube video in July this year, depicting happy Lego characters and Arctic animals in their natural habitat.
However, the serenity of the scene is disrupted after a Shell platform begins drilling with a vast amount of oil covering the ocean until the animals disappear completely while a Lego character portraying a Shell executive smokes a cigar.
More than one million people have signed the campaign urging the company to “stop playing” with the oil major, according to Greenpeace.
The YouTube video, titled Lego: Everything is NOT awesome has received close to six million views.
Now if only we could start the changes to making the world’s economy less carbon reliant.