Issue and Opponent: Climate activists wanted to target the environmental degradation caused by Shell in its Arctic drilling initiative and to point out the ways that their ad campaigns engage in greenwashing.
Dilemma Action: The activists first launched a fake Shell-affiliated website named Arcticready.com. The website contained an online game, Angry Bergs. Posed as Shell representatives, the activists invited people to play this online game in which, to win, the participants had to destroy the icebergs before the “bergs” destroyed the oil rigs. Additionally, the website invited people to create and upload their ads for Arctic drilling. Eventually, more than 7,000 hoax ads circulated online. This dilemma action drew the world’s attention to Shell’s Arctic oil drilling plan, which the company wanted to remain a secret for fear of negative press and public criticism.
Outcomes: There was much media attention to the hoax ads–covering as well the damage of the Arctic drilling campaign. Several weeks after the hoax site was revealed, it sprang back to life–for no apparent reason–and more people posted hoax ads. Finally, a few months later, Shell’s real-life Arctic drilling project halted. Partially due to incompetence, but also due to public outrage. Yes, Men and Greenpeace teamed up for a campaign dedicated to climate action.