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"I Thought Shell Was the Bad Guy": Narrative and Fictionality in Greenpeace's Campaign against the LEGO-Shell Partnership

2021; Ohio State University Press; Volume: 29; Issue: 1 Linguagem: Inglês

10.1353/nar.2021.0001

1538-974X

Per Krogh Hansen, Marianne Wolff Lundholt,

Coastal and Marine Management

In 2014, LEGO decided not to prolong its co-promotion with Shell due to an extensive global campaign initiated by Greenpeace. The campaign was a reaction to Shell's plans to drill in the Alaskan Arctic. Rather than initiating a factual campaign targeting Shell's activities in the Arctic, Greenpeace attacked LEGO on account of the policies of Shell by impugning LEGO's reputation as a socially and environmentally responsible enterprise. What is noteworthy in this case is that Greenpeace used narrative and fictionality as strategic communicative tools to achieve its goal.