In the same vein as the Shell viral video, in which a pro-Arctic drilling event ends with a mini "oil spill," prankster-activists have struck again. This time it's with a legitimate-looking Shell website calling for public involvement in a "crowdsourcing ad campaign" to help promote Arctic drilling.
The campaign, called Arctic Ready, features a "Let's Go! Social" component that offers 10 blank digital cards, each with a different arctic animal or scene, in which anyone can create a slogan. Things like "You can't run your SUV on cute," featuring an arctic fox with an naive gaze, doesn't immediately impress as the most convincing pro-drilling sentiment, but people are being fooled.
Taking credit for the campaign in a statement, Greenpeace wrote:
With help from the Yes Lab we built a special Arctic Ready website for Shell, which houses our new advertisements, plus a tool for you to create your own. Take a moment to choose a picture and add your own message – there are some great ones up already. We’ve even built a charming kids’ game – Angry Bergs – to keep the littl’uns happy. Watch the dollars flood in as you protect your oil platform from those pesky natural hazards.