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article imageGreenpeace tells LEGO 'Everything is NOT awesome' in Shell deal

By Anne Sewell     Jul 11, 2014 in Environment
Billund - While the original video was banned from YouTube at the request of Warner Brothers, Greenpeace has now published a video on Vimeo, mimicking a scene from the LEGO movie and telling the toy giant to end its partnership with Shell, which can be seen here.
UPDATE: Unfortunately, like the first YouTube version, the video on Vimeo has been removed. However, with a bit of searching, another version was found on YouTube and is included above.
In Greenpeace's latest major protest, they want to tell the Danish toy company, LEGO, to put paid to its partnership with the oil and gas company, Shell.
Telling LEGO that "everything is NOT awesome," Greenpeace activists assembled a protest scene, using LEGO figures, at the Legoland amusement park in Billund, Denmark. They filmed and released the above video a few days ago on YouTube. As that video was removed through copyright claims, they uploaded a similar video to Vimeo. The video ends with the words "Stop polluting our kids' imaginations."
What Greenpeace state on their website is that Shell's global advertising deal with LEGO is "part of a carefully thought-out strategy by Shell to buy friends who can make its controversial Arctic drilling plans look acceptable and misleadingly associate it with positive values."
Scene from a Greenpeace protest video telling LEGO to break their partnership with Shell  over the d...
Scene from a Greenpeace protest video telling LEGO to break their partnership with Shell, over the drilling of oil in the Arctic.
Vimeo
They say that LEGO is among the most "beloved and admired toy companies in the world," and that Shell knows full well that this deal will not only increase profits on both sides, but will also enhance the reputation of a company already known for recklessly threatening the fragile Arctic ecosystem.
As a part of the co-promotion between Shell and LEGO, the latter branded Shell's logo on a special LEGO set and by placing this into the hands of millions of children, Greenpeace say Shell is "building brand loyalty with the next generation of consumers."
They continue that by entering children's playrooms to try and clean up its public image, the company is at the same time threatening the Arctic with a deadly oil spill.
Greenpeace has a petition available on their website where interested parties can sign to tell LEGO to drop this alliance with Shell.
In the meantime, the video above, set to the Tegan and Sara song "Everything is Awesome" from The LEGO Movie, shows a LEGO version of the Arctic, slowly being drowned in oil.
In the description, Greenpeace tells LEGO that everyone loves them, but goes on to say: “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.”
In the video, Greenpeace encourages everyone to sign the petition to stop LEGO working with Shell.
According to The Local, LEGO has previously stated that it has no plans to end the partnership with Shell and that the company feels like it is being used “as a tool” in a dispute between Greenpeace and Shell.
Scene from a Greenpeace protest video telling LEGO to break their partnership with Shell  over the d...
Scene from a Greenpeace protest video telling LEGO to break their partnership with Shell, over the drilling of oil in the Arctic.
Vimeo
Scenes from a video Greenpeace put together to protest LEGO s partnership with Shell.  The video was...
Scenes from a video Greenpeace put together to protest LEGO's partnership with Shell. The video was removed, both by YouTube and Vimeo.
Vimeo
Scenes from a video Greenpeace put together to protest LEGO s partnership with Shell.  The video was...
Scenes from a video Greenpeace put together to protest LEGO's partnership with Shell. The video was removed, both by YouTube and Vimeo.
Vimeo
Scenes from a video Greenpeace put together to protest LEGO s partnership with Shell.  The video was...
Scenes from a video Greenpeace put together to protest LEGO's partnership with Shell. The video was removed, both by YouTube and Vimeo.
Vimeo
Scenes from a video Greenpeace put together to protest LEGO s partnership with Shell.  The video was...
Scenes from a video Greenpeace put together to protest LEGO's partnership with Shell. The video was removed, both by YouTube and Vimeo.
Vimeo
Scenes from a video Greenpeace put together to protest LEGO s partnership with Shell.  The video was...
Scenes from a video Greenpeace put together to protest LEGO's partnership with Shell. The video was removed, both by YouTube and Vimeo.
Vimeo
More about Shell, Arctic drilling, Greenpeace, Lego, lego movie
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