Stop Shell’s Arctic Drilling program
Shell’s Polar Pioneer rig was leaving US waters and heading up the BC coast to commence drilling in the Arctic. The implications of a spill for the Pacific Coast would be catastrophic and Greenpeace wasn’t going to stand idly by.
In less than 4 weeks we branded, organized, promoted and hosted an event which crystallized BC (and Canada’s) distaste unsafe drilling on our sensitive coast, effectively attracting more than 5,000 people to a protest party on Jericho Beach in Vancouver.
Toast The Coast (before the coast is toast) was a tongue in cheek celebration of the coast, a send off party, that highlighted the risk that the beautiful and pristine coastline was being put under. Pre-event assets (posters, coasters, stencils, toastcards (images toasted onto bread) and social media assets) were a hit and we also shot and produced 2 commercials narrated by Rachel McAdams that helped build momentum and were shared around the world. The event itself was a huge success, drawing thousands to Jericho Beach and having the message amplified by local and national media.
Three months after the event, Shell withdrew from the arctic, citing public pressure and technical issue as the reason. Another campaign, another victory.