The actions of pressure group, Greenpeace, have led to Lego ending it's 50 year old marketing partnership with oil giant Shell.



Greenpeace targeted Lego, in a technique that has been refereed to as brand jacking, the Youtube campaign they produced called 'Everything is not awesome' now has over 6.5 million views. The video was comprised using lego pieces which showed a horrific oil spill in an arctic environment and the devastation it caused.

This story is reminiscent of how many brands departed ways with SeaWorld after pressure from public groups and the publicity of the documentary 'Black Fish'. Virgin America dropped SeaWorld from its airline reward programme, while one of its top corporate sponsors SouthWest Airlines ended its 26 year partnership. Other organisations such as American Express also ditched SeaWorld.



Shell must be wary that there is not a similar knock on effect, particularly with the brand jacking technique which can really gain traction and raise awareness among the public.