As part of their long-running Save The Arctic campaign, Greenpeace wanted Lego to sever its ties with oil company Shell. Designed to appeal to Lego lovers, environmentalists, millennials and their parents, and the YouTube generation, they launched a video in which an arctic Lego landscape is entirely encompassed by jet black oil. Thanks to its soundtrack, a heart-rending version of Everything is Awesome, the theme from the recent Lego Movie, the video quickly went viral. Millions of views led to over a million petition signatures. The film made headlines all over the world and, three months after its launch, under mounting pressure, LEGO announced it would end its 50-year-long, $60 million partnership with Shell.
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