Everything isn't awesome: Greenpeace releases video attacking Lego's deal with Shell
Video: Greenpeace's latest stunt is a video showing Arctic Lego characters slowly being drowned by Shell oil
Your support helps us to tell the story
From reproductive rights to climate change to Big Tech, The Independent is on the ground when the story is developing. Whether it's investigating the financials of Elon Musk's pro-Trump PAC or producing our latest documentary, 'The A Word', which shines a light on the American women fighting for reproductive rights, we know how important it is to parse out the facts from the messaging.
At such a critical moment in US history, we need reporters on the ground. Your donation allows us to keep sending journalists to speak to both sides of the story.
The Independent is trusted by Americans across the entire political spectrum. And unlike many other quality news outlets, we choose not to lock Americans out of our reporting and analysis with paywalls. We believe quality journalism should be available to everyone, paid for by those who can afford it.
Your support makes all the difference.Set to the Lego film soundtrack "Everything Is Awesome," everything does indeed seem that way as the camera pans across a scene of happy Arctic Lego characters and animals.
However, serenity soon gives way to disaster as Shell's heavies move in with large drills, with a vast amount of oil soon seeping upwards from the ocean's depths and smothering the indigenous Lego population.
The film, shot by creative agency Don't Panic, is part of Greenpeace's campaign to criticise Lego’s longstanding relationship with Shell. Greenpeace are critical of Shell’s plans to drill in the Arctic region and argue that Lego should end its partnership with company.
In a description accompanying the video, Greenpeace state, "We love Lego. You love Lego. Everyone loves Lego.
"But when Lego's halo effect is being used to sell propaganda to children, especially by an unethical corporation who are busy destroying the natural world our children will inherit, we have to do something."
Lego's CEO, Jørgen Vig Knudstorp, released an online statement last week in response to Greenpeace's campaign.
"A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children," Knudstorp wrote.
"The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the Lego brand is used as a tool in any dispute between organisations."
Join our commenting forum
Join thought-provoking conversations, follow other Independent readers and see their replies
Comments