Greenpeace Save the Arctic campaign

84 Greenpeace Save The Arctic Hero 2520X1418

Awareness Campaign for Greenpeace to support their global 'Save the Arctic' campaign within the UK.


Campaign and activity lead to over 7.3 million signatures to its 'Save the Arctic' petition.

84 Greenpeace Save The Arctic Body 2520X1234 3

Greenpeace, the global campaigning organisation, is at the forefront of activity to stop oil companies, including Shell, explore the Arctic for oil and gas reserves. 

Greenpeace aimed to get 10 million people to sign an online petition calling for this exploration to be halted. Working with celebrity photographer Andy Gotts MBE and designer Dame Vivienne Westwood 60 of the world’s best known celebrities were photographed in ‘Save the Arctic’ T-shirts.

Bonfire was approached by the organisation to use these images as part of a targeted poster campaign at Waterloo Underground Station – the nearest station to Shell UK’s headquarters.

Bonfire’s brief was to create a series of posters utilising the 60 celebrity images across 118 poster sites in Waterloo Underground Station aimed at raising awareness and encouraging more people to sign the petition. Bonfire were given a three-week deadline to create, develop and artwork all 118 posters. All within three weeks.

Our creative approach drew inspiration directly from the campaign cause, and from the Arctic’s perspective it’s all about staying cool. We developed a series of copy lines based on our main headline ‘In a world that’s losing its cool, it’s time to act’, by playing on the word ‘cool’.

To support the headlines a set of six Arctic animals, including polar bears and owls, were illustrated using the Vivienne Westwood designed T-shirts, as worn by the celebrities. This was a bold approach, moving far beyond the original brief, that we felt delivered an engaging and emotional reason to Save the Arctic.

We wanted people to be ‘cool’ whilst spreading the ‘sign up’ message to ‘keep the world cool’. Each of the posters beckoned passers-by to text the word ‘cool’ to sign Greenpeace’s petition and show their support.

The campaign was delivered from creative to production to installation in Waterloo Underground Station within a three-week period.

Greenpeace to date, through this activity and earlier extensive campaigning, has gained over 7.3 million signatures to its Save the Arctic petition, from the 10 million it is aiming for. 

By the end of that year, and within weeks of this latest campaign activation, Royal Dutch Shell announced it was stopping its oil and gas exploration off the coast of Alaska “for the foreseeable future”.

84 Greenpeace Save The Arctic Body 2520X1234 2

Bonfire put together some really strong, sophisticated concepts for us within the shortest of time frames.

Senior Marketing Co-ordinator, Greenpeace
84 Greenpeace Save The Arctic Body 2520X1234 1

In September 2015 Shell announced it was halting Arctic exploration “for the foreseeable future”

Related Case Studies

Let us know how to contact you.