Greenpeace have subverted the innocent, playful nature of everyone’s favourite building blocks to raise awareness of the commercial relationship that resides between LEGO and Shell. Since 2012, 16m Shell-branded Lego sets have been sold or given away at petrol stations in 33 countries, making Shell a major contributor to Lego’s global sales in a partnership that lacks the convection of LEGO’s inherent values.
Set to a mournful rendition of Everything Is Awesome the popular song from the LEGO movie soundtrack, the video explores an arctic environment contracted entirely from LEGO that is gradually consumed by a tide of viscous oil, and Shell construction.
Our intent was also for the film to become a lightning rod for discourse around corporations advertising to children. When Lego puts Shell’s logo on its toys, Shell’s brand starts to be normalised for another generation – future voters, business leaders, consumers or politicians. While our diorama is a tribute to how much we love the creativity and imagination that Lego fosters, the film is unambiguous that the protection of the Arctic, and our children’s future, is at odds with its Shell partnership. Elena Polisano – Arctic Campaigner for Greenpeace
Since it’s release on July 8th, the video has been viewed over 5 million times, driving significant traffic to the online petition which you can find here.