Shell's social media oil spill

Greenpeace mounted a satirical billboard near Shell's Houston headquarters featuring a family of polar bears branded with the slogan: "You can't run your SUV on cute. Let's Go." We chose this ad from the over 10,000 user-generated online submissions to ArcticReady.com, a web collaboration with Yes Lab designed to heighten awareness of Shell's plan to exploit melting sea ice to drill for oil in Alaska. Arctic Ready users have turned the site into a global phenomenon, with the Sydney Morning Herald called it "social media oil spill".

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