With many companies still struggling to get to grips with the vicissitudes of the social media world, stories abound of brands that have tried and failed to harness the power of the people, finding that their good intentions were turned back on them with the full force of the Twitterati. I don’t even know what level of meta we are getting to then when a protest group creates its own fake social campaign meltdown, but that’s what’s happened with this extraordinary effort orchestrated by Greenpeace.
Leaving aside the complex debates over energy companies drilling in the Arctic, there’s no doubt this is a very powerful campaign from a purely creative perspective. The premise is that Shell invited visitors to their website to create their own adverts, only to be overrun with vituperative (and at times very funny) sabotages. Of course this didn’t actually happen and I’m sure the oil giant would be savvy enough to see the inherent potential for such a campaign to fail, but it’s still a hugely effective piece of propaganda with a very modern twist. It follows a spoof viral video released last week in what was heralded in some quarters as a new kind of protest.
It is worth pointing out that Shell refute the allegations made by the protest groups.
- All we want for Christmas is... Best of the Web!
- A trip to The Greenbrier – a preserved 112,544 sq foot government nuclear bunker
- Dougal Wilson goes behind the scenes of the mischievous Channel 4 idents
- An international cast of creatives chooses the biggest moments of 2017
- Bake Off, legalising weed and Fanta's redesign: highlights from March 2017
- Vogue's new editor and a typeface for pride: a look back at April 2017
- Pantone Colour of the Year 2018 has been announced
- Pentagram partner Natasha Jen shares her most inspirational books
- Why dyslexia makes you a great designer
- Plain packaging and health warnings on food and drink could cost companies hundreds of billions
- Anxy Magazine: The Workaholism Issue explores the impact of working hard versus working compulsively
- Graphic designer John Morgan launches type foundry and art platform, Abyme