Greenpeace Film, Digital, Promo Greenpeace: A NEW WARRIOR by DDB Paris, Les 84 Paris

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Greenpeace: A NEW WARRIOR

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Industry Charities, Foundations, Volunteers, Environmental & Animal Issues
Media Film, Digital, Interactive & Mobile, Promo & PR
Market France
Agency DDB Paris
Executive Creative Director Sylvain Thirache, Alexandre Hervé
Art Director Benjamin Marchal
Copywriter Olivier Lefebvre
Agency Les 84 Paris
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Best Online Advertising in a Promotional Campaign Silver
Promo & Activation Lions Best Use of Digital PR Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Online Advertising in a Promotional Campaign
Advertiser/Client: GREENPEACE
Product/Service: CHARITY
Entrant Company: DDB PARIS, FRANCE
Sales Promotion/Advertising Agency: DDB PARIS, FRANCE
Executive Creative Director: Alexandre Hervé
Art Director: Benjamin Marchal
Copywriter: Olivier Lefebvre
Digital Producer: Julien Leguyader
Technical Director: Ulysse Loreaux
Account Director: Xavier Mendiola
Account Manager: Paul Ducré
Production Company: Les 84
Sound Production: Panarama
3D modelisation: Virtek
Editor case study: Stiv Spasojevic
Describe the brief from the client:
Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it made its time and Greenpeace needs to replace her
The promotion objectives : Raise funds to finance the construction of the new Rainbow Warrior and involve all the people who want to be part of this story.
Describe how the promotion developed from concept to implementation:
Offer people to purchase and own a piece of the new Rainbow Warrior, by launching an e-commerce website More than 400.000 pieces for sale from 1 euro to 7.000 euro. Contributors receive a certificate of ownership and their name appears on the Contribution Wall onboard the real Rainbow Warrior.
The new Rainbow warrior’s website also includes architectural plans, a 3D tour of the ship and video stories adventure told by crewmembers. Visitors can also watch the Rainbow Warrior’s construction live via a webcam installed at Fassmer Shipyard in Bremen, Germany.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Thousands of new owners posted their certificates on social networks, which created a media burst.
With 0 euro media investment, the results so far are :
1 256 122 euro raised
31 486 Certificates of ownership
1 857 304 visitors from 171 countries
Time spent : 3 minutes per visitor
For Greenpeace, it’s « the most successful fundraising campaign of the decade »
Explain why the method of promotion was most relevant to the product or service:
For the first time in a fundraising campaign, we’ve materialized the gift.
The fact to know for what exactly you donate by receving a certificate of ownership made all the donators part of the story of the new Rainbow Warrior as an activist. is translated in 6 different languages to be more accessible to everybody.
Each donator becomes a « warrior ».