How Greenpeace drilled a hole in Shell-Lego partnership

In a David versus Goliath moment in the history of environmental activism, Greenpeace has managed to stop the renewal of a promotional contract between Lego and Royal Dutch Shell, through a one-minute-45 second video.

According to businessweek.com, Shell and Lego have a promotional deal through which co-branded Lego toy cars will be sold at Shell stations in some countries. The deal was meant to provide Shell social approval as it rode on Lego's community friendly image. However, Greenpeace put out a video that bore deep accusatory holes in Shell's attempt to portray a good image, leading Lego to cancel the renewal of the 2011 contract.

The video begins by portraying Icelanders as charming and happy. However soon, the 'big bad guy' enters -- Shell with its drilling equipment and all the beloved Arctic animals, residents and Lego movie characters drown in the Shell-drilled oil. The disaster takes place with Lego movie's 'Everything is Awesome' playing in the backdrop. The video has received over 6.5 million hits so far.

Though Lego has cancelled the renewal of the contract, it has expressed disapproval of Greenpeace's methods. According to businessweek.com, Lego Chief Executive Jørgen Vig Knudstorp said, “We do not agree with the tactics used by Greenpeace,” he said, but “we want to ensure that our attention is not diverted from our commitment to delivering creative and inspiring play experiences.”

Greenpeace has called the decision “fantastic news”. Shell in a statement said “Our latest co-promotion with Lego has been a great success and will continue to be as we roll it out in more countries across the world”. 

While Lego has maintained that the deal is long-term, it hasn't mentioned when it would expire.