I actually met the guys who did this. In Germany, they promoted the eco creds of smart cars using 'green graffitti'. Basically, you cut a stencil then use a pressure washer to blast all the grime off of walls and pavements, leaving a cleaner bit of city in the shape of the car. Message received, all is forgiven.
Aaaaaaand finally, I love this. Dunno if you're familiar with all the times social media goes wrong. generally, a brand starts out by saying 'tell us what you think of us' and gets more than it bargained for. A fave was when Waitrose asked people to tweet 'why they shop at Waitrose' and the internet jumped at the chance to take the piss ("I shop at #Waitrose because Clarissa's pony won't eat Asda value straw"). Check out the other responses for a grin here. What has this got to do with anything? Well imagine what happened when Shell held a competition for people to create their own inspirational messages around Shell's pioneering work in the Arctic and their endline of "Let's Go". Sure enough, the online response was awesome and resulted in everything from "Because birds are like sponges for oil"and "You say catastrophe, we say opportunity!" It was a dreadful social media disaster.
Except it wasn't.
Because it wasn't Shell.
It was Greenpeace.
Or rather their fucking smart agency who understand how social media works and set up the hoax competition site knowing full well the internet would tear it pieces. Then they just sat back and watched it spread like an oilfield fire as everyone jumped online to put the boot in.
And spread Greenpeace's message for them way better than they could ever hope to themselves.
Hats off for that one, more about it here.
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