Cannes Lions

GREENPEACE

DDB PARIS, Paris / GREENPEACE / 2011

Awards:

1 Silver Cannes Lions
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Film
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Overview

Entries

Credits

Overview

Description

Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it made its time and Greenpeace needs to replace her. The new Rainbow Warrior is the first ever purpose-built environmental campaigning vessel and will play a key role in Greenpeace’s future campaigns, allowing the organisation to continue bearing witness and taking action to prevent environmental crimes around the world.

Execution

Offer people the chance to purchase and own a piece of the new Rainbow Warrior, by launching an e-commerce website anewwarrior.com. More than 400,000 pieces for sale from 1 euro to 7,000 euros. Contributors receive a certificate of ownership and their name appears on the Contribution Wall onboard the real Rainbow Warrior.For the first time in a fundraising campaign, we’ve materialised the gift.

The new Rainbow Warrior’s website also includes architectural plans, a 3D tour of the ship and video stories/adventures told by crewmembers. Visitors can also watch the Rainbow Warrior’s construction live via a webcam installed at Fassmer Shipyard in Bremen, Germany.

Outcome

For the first time in a fundraising campaign, we’ve materialized the gift.

The fact to know for what exactly you donate by receiving a certificate of ownership made all the donators part of the story of the new Rainbow Warrior as an activist.Each donator becomes a "warrior". Thousands of new owners posted their certificates on social networks, which created a media burst.With 0 euro media investment, the results so far are : 1 256 122 euro raised 31 486 Certificates of ownership 1 857 304 visitors from 171 countriesTime spent : 3 minutes per visitorFor Greenpeace, it’s "the most successful fundraising campaign of the decade"

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