Greenpeace - A New Warrior

Objective

Greenpeace needed to raise funds to build the new Rainbow Warrior vessel, an iconic environmental advocacy ship used for ocean protection campaigns. The organization wanted to engage supporters globally and transform them from donors into active participants in the mission. By creating a unique fundraising mechanism, Greenpeace aimed to deepen the emotional connection between contributors and the cause while meeting construction financing goals.

Solution

Greenpeace and its agencies (DDB Paris, Les 84, Make Me Pulse) launched an interactive e-commerce website featuring 400,000 symbolic items for sale, priced from €1 to €7,000 each. Shoppers could purchase physical representations tied to the boat's construction—from shower heads and cutlery to diving equipment and zodiac boats. The website used 3D technology allowing visitors to explore every section of the Rainbow Warrior, view architectural blueprints, and monitor live construction progress via a webcam at the German shipyard. Each purchase included a certificate, and buyers could have their names added to a memorial wall aboard the actual vessel. The campaign generated significant social sharing through certificate posts on social networks.

Results

The campaign sold 400,000 items and raised funds to complete construction of the new Rainbow Warrior, officially launched on October 14, 2011. The initiative generated significant social media engagement through ownership certificates. The campaign won a D&AD Yellow Pencil award.