Gen Z thinks that Baby Boomers don’t care about the environment. They don’t know that this generation was the great protesters – burning bras, marching against wars, challenging capitalism, promoting the joy of sex. New research conducted by Greenpeace and Savanta among 2,019 UK adults aged 55+ revealed that 62% worry about the world future generations will inherit and 61% think it’s not too late to improve the planet.

Greenpeace has harnessed their discontent in a striking stunt by agency, elvis. The Won’t Rest In Peace Coffin enables baby boomers to continue protesting environmental destruction from beyond the grave.

The limited-edition casket features a six-foot telescopic protest arm – calibrated to emerge just above turf level – interchangeable protest signs, and a revolutionary Sleeve SelectorTM that includes denim, tartan and floral patterns. This piece of next-gen activism technology allows its occupant to voice environmental concerns even while they’re six feet under.

To launch the campaign, the coffin toured London’s streets in a hearse, stopping by the Houses of Parliament and Shell along the way.

The eye-catching stunt also subtly reminds Boomers that they don’t need fancy hardware to make a statement from beyond the grave. By leaving a gift to Greenpeace in your will, anyone can protect forests, oceans, and communities around the world, and make your voice heard even after you’ve passed away.

The campaign challenges how advertising typically addresses older audiences. Research shows 62% of baby boomers feel campaigns underestimate their appetite for activism, with many marketing efforts relying on outdated stereotypes.

The Greenpeace and Savanta research also revealed that nearly half (48%) of baby boomers are considering leaving charitable gifts in their wills, 59% believe the planet will be in worse condition when they die than when they were born and 65% believe it’s important to keep fighting for the planet after they’re gone.

John Hutchin, head of key relationships marketing at Greenpeace, stated, “Baby Boomers appreciate that they’ve had it good, and that it’s time to give something back. The Won’t Rest in Peace Coffin is a tongue-in-cheek symbol of defiance, proving that activism doesn’t have to end with your last breath. Of course, you don’t need the Won’t Rest in Peace Coffin to make an impact – leaving a gift to Greenpeace in your will is the real legacy.”

Camilla Yates, managing partner, strategy at elvis, added, “Legacy campaigns often blend into one another, soft in tone and traditional in approach. We wanted to do the opposite, to be bold, irreverent, unmistakably Greenpeace. The Won’t Rest in Peace Coffin captures the rebellious spirit if Baby Boomers and reframes what it mean to leave a legacy.”

Alex Vasile, creative director at elvis, commented, “Not all serious problems need a serious solution. Humour is great way to keep people listening and, more importantly, inspire them to leave a gift to Greenpeace in their will – one of the strongest ways to make you voice heard long after you’re gone.”

The stunt feeds into elvis’ legacy donation campaign for Greenpeace:

Credits:
Client: Greenpeace
Head of Key Relationships Marketing: John Hutchin 
Marketing Manager: Lauren Jones 
Co-Head of Events: Luke Cordingley 

Creative Agency: elvis
Creative Director: Alex Vasile 
Senior Creatives: Sam Hinckley & Chris Lawlor 
Managing Partner, Strategy: Camilla Yates
Senior Account Director: Ellie Hicklin
Senior Account Manager: Grace Baron
Executive Creative Producer: Louis Mason
Motion Designer: Rhys Clarke
Senior Retoucher: Nick Swaffield

PR Agency: MHP Group
Director, Earned Media: James Rollinson