Greenpeace developed a mock Shell “Let’s Go” site, in which Shell fans could design their own advertisements. The idea was that fans would think that their ads promoted drilling in the Arctic, which was apt to upset a lot of consumers.

“As expected, no one was ‘pumped.’ So, instead, a series of anti-Shell ads have been created.”

The anti-Shell ads have a specific focus on Arctic animals and scoff at Shell’s drilling. The campaign has succeeded in its goal to push the impact that oil drilling has on Arctic animals into perspective – from the consumer’s point-of-view.

As a consequence, this campaign has disrupted Shell’s audience and has negatively impacted their brand. We are curious as to what Shell will do to monitor and respond to these ads. We’re thinking a huge pro-animal initiative will be in the works…

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