How LEGO got awesome to #SaveTheArctic

by Ian Duff

October 8, 2014

Greenpeace creates a protest scene with LEGO figures in front of the Kio Tower in Madrid. Greenpeace is urging Lego to cut ties with Shell and help 'Save the Arctic." For the last few years Shell has been using LEGOs brand to clean up its image as an Arctic oil driller. 16 million Shell branded LEGO sets have been sold or given away at petrol stations in 26 countries.

© Pedro Armestre / Greenpeace

Today we got the awesome news: after a three-month campaign supported by more than a million people worldwide, LEGO has announced it will not renew its contract with Arctic destroyer Shell.

This is fantastic news for LEGO fans and Arctic defenders everywhere. And its a huge blow to Shells strategy of partnering with beloved brands to clean up its dirty image as an Arctic oil driller.

So how did we win this victory for the Arctic?

Lets take a look back at the top five moments of our campaign:

5. The most viral video in Greenpeace history

A hot tub, a Game of Thrones character, a very sad polar bear, and the most depressing version of the most upbeat song youve ever heard. With massive media attention and almost six million views, the video was briefly taken down from YouTube due to a copyright claim, but was reposted after 18 hours of massive public outcry.

4. Children play to protest

LEGOs youngest fans took matters into their own hands–literally. Dozens of children built giant Arctic animals out of LEGO on the doorstep of Shells London HQ, in playful protest of their favorite toys partnership with the oil company planning to drill the Arctic.

'Save the Arctic' Kids LEGO Protest at Shell HQ in London

3. Rise of the LEGOlution

From Hong Kong to Paris to Buenos Aires, miniature LEGO people held small but furious protests against their LEGO bosses partnership with Shell. Many recreated famous protests at international landmarks, and the LEGOlution soon spread across the world.

LEGO Figures Blockade Shell Service Station in Sydney

2. Party in LEGOland

Tiny LEGO climbers held a daring protest at a Shell gas station in Legoland in Billund, Denmark.

Action against Shell at LEGOLAND in Denmark

1. 1 million people speak out

Block Shell Protest at LEGO Store in New York

After just three months, over one million people worldwide had emailed LEGO to ask it to end its inappropriate deal with Shell, showing the incredible strength and unstoppable power of our global movement.

Here in the US, supporters like you signed petitions, made your own LEGO protest signs using the Protest-o-matic, and showed up in LEGO costumes at the flagship store in New York City. Thank you!

Were super happy LEGO has finally decided to do the right thing. Its a massive victory for the million people globally who called on LEGO to stop helping Shell look like a responsible and caring company rather than a driller intent on exploiting the melting Arctic for more oil.

To maintain respectability in the face of growing opposition to Arctic drilling, Shell needs to surround itself with decent and much loved brands museums, art galleries, music festivals, sports events. LEGOs announcement is an important step towards blowing Shells cover.

But now that LEGO has quit Shell its time for Shell to quit the Arctic. The oil giant recently announced its plans to drill in the Alaskan Arctic in 2015. Meanwhile the Arctic sea ice cover reached one of its lowest points on record this year. Time is running out to save the Arctic, and the time for urgent action is now.

Contribute to Greenpeace today to save the Arctic forever.

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