Cannes Lions
DDB PARIS, Paris / GREENPEACE / 2011
Awards:
Overview
Entries
Credits
Description
Since 1978, the Rainbow Warrior allowed Greenpeace to gain numerous victories for the protection of our planet. Today it has had 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. The objectives : Raise funds to finance the construction of the new Rainbow Warrior and involve all the people who want to be part of this story.
Execution
The website was launched end of February.Until the launch of the new Rainbow Warrior in October, all countries will continue to promote the website. Anewwarrior.com is translated in 6 different languages to be more accessible to everybody.The new Rainbow warrior’s website also includes an e-shop section with 400,000 pieces for sale from 1 euro to 7,000 euro, architectural plans, a 3D tour of the ship and video stories of the adventure told by crew members. Visitors can also watch the Rainbow Warrior’s construction live via a webcam installed at Fassmer Shipyard in Bremen, Germany.
Outcome
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 countries- Time spent: 3 minutes per visitorFor Greenpeace, it’s "the most successful fundraising campaign of the decade".
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