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A New Warrior

Award: Graphite Pencil

Graphite Pencil / Digital Advertising / Digital Solutions & Use of Social Media / 2012

Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. But Greenpeace needed to replace it. The new Rainbow Warrior is the first ever purpose-built environmental campaigning vessel. It will play a key role in Greenpeace’s future campaigns. We wanted to raise funds to finance its construction and involve all the people who want to be part of this story. We made people purchase and own a piece of the new Rainbow Warrior by launching an e-commerce website: anewwarrior.com. 400,000 items went on sale, ranging from 1€ to 7,000€. After payment, buyers received a certificate of ownership – thousands of these were posted on social networks, creating a media burst. The new Rainbow Warrior has now been constructed and was officially launched on 14th October 2011.

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