Building LEGO's Branding Block and Fueling Shell's "Protecting Biodiversity Platfform"

This video is helping LEGO build it's "Branding" BLOCK and giving SHELL the platform to reposition and fuel its future message of how much it works to protect the environment.

Greenpeace is the conduit. WHAT? That's crazy...yes it certainly sounds contradictory as to who is fueling the mandate and could be a calculated risk for Greenpeace.. However, keep in mind the brands in this campaign are Shell and Lego AND Greenpeace. 

I checked out the Greenpeace site and they have invested in this message with great web creative and video. The home page looks like a feature page for Shell and Lego.

 With millions video adviews to start the conflict it's a great way to start the awareness flow. At times to marketers it's not good or bad publicity, it's just plain publicity to create awareness.and stir emotion. 

Emotion in ads effect the right side of the brain (Emotional Laterization). Whether it evokes anger, sadness, joy or the warm and fuzzies it still creates the emotion. This is where it creates the depth of impression. In time most people may not remember the message but there is investment in the brand in everyone's mind. Whether it was orchestrated or not if still gives all parties the public platform to showcase their opinions and make the next move or not. 

There was a copy write issue then it was lifted...what a better way to invoke interest than by first taking it off the internet then to finally to allow it.

Shell protects Biodiversity:
http://www.shell.com/global/future-energy/arctic/protecting-biodiversity.html