Updated 17 July, 11:48 AM CST
The sentence “With your help, we at Shell can tell the world how pumped we are about Arctic energy, and take the Arctic Ready message to Arctic-enthused drivers everywhere,” will go down as one of the most amusing moves in online marketing. The statement, however, was not issued by Shell Oil, but by environmental organization Greenpeace as part of their “Save The Arctic” campaign.
In a blog post on Greenpeace, the organization reveals their connection to the fake advertisements.
With help from the Yes Lab we built a special Arctic Ready website for Shell, which houses our new advertisements, plus a tool for you to create your own. Take a moment to choose a picture and add your own message – there are some great ones up already. We’ve even built a charming kids’ game – Angry Bergs – to keep the littl’uns happy.
Greenpeace’s Fake Shell “Let’s Go” website opens up the promotional material like a caption contest. Users can pick their favorite image, and write a short sentence or phrase on it. Other users then upvote the best ads to the top. Fake Shell officials promise the top-ranking ads will be printed and posted in “strategic locations worldwide.”
The Internet responded, and as it turns out, the Internet mostly hates oil companies, and seized the opportunity to make that abundantly clear. Despite Shell’s assumed hopes, people “pumped about Arctic energy,” and “Arctic-enthused drivers” represent a very small group.
Below are some of the top ranking images.