Greenpeace ATL Poster Campaign

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

Creative concept went beyond requirements of brief and were enthusiastically received by the client.


Greenpeace 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 to raise awareness and get more people to sign the petition.


We devised an overaching campaign headline: ‘In a world that is losing its cool, it’s time to act’. This was then developed into a series of headlines all incorporating the word ‘cool’. Text ‘cool’ was used as the call to action for people to sign up to the petition. To support the headlines a set of six Arctic animals, were illustrated from the Vivienne Westwood designed T-shirts, as worn by the celebrities. This was a bold approach and moved far beyond the original brief but we felt it added real emphasis and an emotional tie in to the reasons that we want to Save the Arctic.


From brief to handover, we managed to deliver the poster campaign complete from creative to production to installation in Waterloo Underground Station within a three-week period. Greenpeace, through this activity and earlier campaigning has gained over 7.3 million signatures to its Save the Arctic petition and aim hit their 10 million target. In September 2015, Royal Dutch Shell announced it was stopping its oil and gas exploration of the coast of Alaska “for the foreseeable future”.

From brief to installation, project delivered within a tight three-week timescale.

In September 2015 Shell announced it was halting Arctic exploration "for the foreseeable future".