Greenpeace has attacked Lego to attack Shell (!!), by airing its own version of the Lego movie, created by agency, Don’t Panic.

Greenpeace wants Lego to drop its partnership with Shell. The two year deal, signed in 2012, means that Shell Lego toys are sold at petrol stations in 26 countries. Why does Greenpeace care? Because Shell has plans to drill for oil in the Arctic.

And so London creative agency, Don’t Panic, has created a new Lego movie: a feel bad Lego movie.

But Does Lego care? Apparently not:

“We are determined to leave a positive impact on society and the planet that children will inherit. Our unique contribution is through inspiring and developing children by delivering creative play experiences all over the world.
A co-promotion contract like the one with Shell is one of many ways we are able to bring LEGO bricks into the hands of more children.
We welcome and are inspired by all relevant input we receive from fans, children, parents, NGOs and other stakeholders. They have high expectations to the way we operate. So do we,” Lego announced in its response statement.

2,971,361 people watched Everything is NOT Awesome in its first two days on YouTube. No doubt, “input from fans, children, parents, NGOs and other stakeholders” is already reaching Lego. And more than 250,000 people have signed Greenpeace’s petition calling on Lego to drop its relationship with Shell. According to Greenpeace, the Lego-Shell partnership was valued at AU$123.5 million by Shell’s PR company.

The film imagines what will happen to the Arctic if it is used as an oil resource. To create it, Don’t Panic, production company Unit 9 and director, Martin Stirling, commandeered 120kg of Lego bricks, Emmet and Wyldstyle – the lead characters in the Lego film, and the Lego song – Everything is Awesome. It ends with the message, “Shell is polluting our kids’ imaginations. Tell Lego to end its partnership with Shell.” …and a link to the campaign’s website.

The film’s song is a slow-down cover of The Lego Movie’s, Everything is Awesome. Its voices belong to by Alex Baranowski and Sophie Blackburn. Don’t Panic creative director, Richard Beer, said that he used the static style of Halo 3’s Believe trailer for inspiration.

Don’t Panic also created Most Shocking Second a Day Video for Save the Children. That film reached 32,044,546 views in 4 months.

Creative credits:
Agency: Don’t Panic
Creative director: Richard Beer
Director: Martin Stirling
Producer: Pietro Matteucci
DoP: Matthew Day
Art director: Andy Gent