Issue and Opponent: To protest the new partnership between Gazprom and Dutch Shell and the damage that it will cause to the environment, a group of protestors aligned with the Yes Men, Greenpeace International, and several Russian activists created a fake PR campaign.
Dilemma Action: The fake PR campaign consisted of a marching band, a drugged polar bear, and a famous Russian child singer marching through the Amsterdam Zoo, to the dismay of Zoo visitors and patrons. The shock value of the demonstration and their selection of the public zoo as the site for their event caused the movement to explode across social media and gain intense international attention.
Outcome: Eventually, the bad publicity became too much, and Shell rescinded its approval in 2013 and stopped its Arctic initiatives in 2015. However, this pause was only temporary and plans to resume drilling surfaced in 2020. Greenpeace and the Yes Men teamed up for a campaign dedicated to climate action.