People & Planet:
Brand & Bottom line:
As Greenpeace's boat, the Rainbow Warrior II, reached its retirement age, Greenpeace needed funding for its replacement.
Greenpeace is an independent organization and will not take donations from corporations or governments, leaving them reliant on public support.
Greenpeace together with DDB Paris launched a campaign to fund a new member of the Rainbow family and started with a fairly standard method of appealing for donations, but made it so much more than that. Through a well-designed and functional website, users can browse the blueprint for Greenpeace’s new Rainbow Warrior and decide which part of the ship they would like to buy. Absolutely everything that the ship will need is for sale. Users can buy anything from a fork (€1) to the ship’s wheel (€500). People who donate are given a certificate and their names are put onto a special wall in the conference room of the ship.
By making donations tangible, Greenpeace has made it much easier for people to commit to parting with their money. And the fact that supporters can say, ‘I bought one of the desks that crew members on board the Rainbow Warrior use’, is something of which they can be proud. By allowing their supporters to buy into this idea of independence and freedom – to feel that they have literally contributed to Greenpeace’s boat – Greenpeace have turned donors into collaborators and strengthened their brand immensely.