6/24/2023 0 Comments Stick em up lego peopleI received hundreds of comments from you and many-many requests for help, hopefully in most of the cases I was able to assist to find the proper solution. I shared many videos with you about the LEGO Technic Land Rover Defender already, you saw my detailed building review, the details of the drive train and the one about the cracking noise and the possible fixes. Greenpeace is well-placed to participate, thanks to its vast resources and smart links to ad agencies.Unfortunately the new gears did not solve the situation either, so I have to say that despite the most careful assembly, the set will start to show the cracking behavior sooner or later. And it won’t be the action of a brave wee David against a big nasty Goliath – more a contest between rivals for multinational space and control. It will take more than a sophisticated stunt by vanguardist apparatchiks to answer Pele. Other actions, such as a few children building anti-oil Lego figures in central London, some adults climbing models at a theme park and fun Lego figures placed in protests across major world cities, were minor irritants at best, drawing predictably minimal press coverage but incarnating a grassroots legitimacy that appeals to donors and old-fashioned activists from pre-social media eras.īut even as the triumph occurred, Shell was luxuriating in Pele’s endorsement of it for providing “the world’s first player-powered community football pitch in the centre of Rio Di Janeiro’s favela”. As the industry bible AdWeek put it, Greenpeace took “a page from Chipotle’s marketing playbook – haunting animation plus a distressing cover of a well-known song”. The first, a brilliant video trope, worked magnificently and has become a case study for ad agencies. The second, artier and less direct, was targeted at parents. The first and most popular took music, words, images, and logos from one of the most successful films of the year, (](), to create a post-modern pastiche aimed at the heartstrings. While the charity argues that its grassroots campaign and direct-action pranks were crucial, one might also say that “wot won it” was a couple of ingenious videos. Lego caved in, the victim of a form of secondary boycott. Is this actually about what happens when multinationals fall out, when two vast companies (Shell and Lego) are separated by another powerful not-for-profit multinational (Greenpeace) revelling in the fantasy that it is David taking on Goliath? One version of these events might read: Greenpeace has not achieved very much in its critiques of Shell, so it went after a soft target. The organisation itself immodestly announced in an email to its supporters that: “Today was a great day for the Arctic, and for people power.”īut was it? Perhaps this was a smart, sophisticated, well-heeled multinational marketing campaign, undertaken via a vast network, using the services of advertising agencies and borrowing trademarks and copyrights to make a political point? It has been hailed by Greenpeace true believers as “one of the most high-profile victories in its history” thanks to “guerrilla tactics”. This is, surely, one of those moments when a big but pusillanimous multinational corporation withers in the face of critique from a gallant but small non-government organisation – when activism trumps business, ethics triumphs over size, and scale is helpless in the face of righteousness. We will continue to deliver creative and inspiring Lego play experiences to children all over the world. We do not want to be part of Greenpeace’s campaign and we will not comment any further on the campaign. We want to clarify that as things currently stand we will not renew the co-promotion contract with Shell when the present contract ends. We continuously consider many different ways of how to deliver on our promise of bringing creative play to more children. We are saddened when the Lego brand is used as a tool in any dispute between organisations. We firmly believe that this matter must be handled between Shell and Greenpeace. The Greenpeace campaign focuses on how Shell operates in a specific part of the world. On July 1 2014, Lego said: “A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children.” It went on:
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