Greenpeace

A global campaign to
Protect The Antarctic

We created a global campaign toolkit to help Greenpeace rally two million supporters for the biggest ocean sanctuary on earth. Built in London and shared globally, the work inspired action in 35 countries across six continents, gathering support from ambassadors including Oscar-winning actor Javier Bardem, and attention from key politicians including German Chancellor Angela Merkel and UK Environment Secretary Michael Gove.

THE BRIEF

Greenpeace asked Lovers to create a campaign identity that would bring emotion and coherence to its global communications on Antarctic protection. The project called for a functional toolkit that teams could share worldwide.

“Because it reflects and refracts light it’s a bit like walking into a shop full of diamonds. You get pink skies, purple ice and green horizons. All sorts of magical colours that are just completely alien to us here in the northern hemisphere.”

Hamish Pritchard, Glaciologist for the British Antarctic Survey

Trouble in paradise

SHAPING THE NARRATIVE

Over-fished and under-protected, the Antarctic is one of the last areas of the planet yet to be spoiled by humankind. We adopted a symbol of ‘charasmatic megafauna’ (Greenpeace lingo) to show a friend in need: The humble penguin.

Designing Hope

a voice to be heard

By creating a bespoke typeface for the project we were able to give the campaign a unique, recognisable urgency. Inspired by rugged seafaring typography, this is a typeface that won’t take no for an answer.

International
Access

sharing the toolkit

Translated into dozens of languages, the campaign toolkit was made accessible to global Greenpeace teams via one central hub created by Lovers. The toolkit offered assets, guidance and templates for action.

A Global Movement

empowering momentum

Greenpeace have a staggering ability to mobilise people across the world to make noise. The campaign toolkit encouraged this, offering design assets to pick up and proactively adopt.