The creative solution was to find pictures where opinion leaders and businesspeople were portrayed doing something they shouldn't be known for. Then, send these people pictures of themselves (in these situations) with the question "What if you were known just for the things you do once in a while?"We expected them to put themselves in our shoes and feel what could happen to their own reputation or image, if people didn't know them for what they do professionally every day, but for what they might do once in a while.It started as a direct mail that was sent to selected people. This direct mail had direct links to Greenpeace's projects, donation methods and to a microsite. The microsite was created to generate a ripple effect within this very exclusive group of people. Privately, they could upload pictures of their friends into our template and send them the message.

85% of the people who received the direct mail ended up making a donation to Greenpeace.Plus, 2 media groups opened their doors to Greenpeace.