Greenpeace’s new film encourages posthumous protest
Greenpeace has unveiled a new instalment of its We Won’t Rest in Peace legacy campaign, which urges older generations to continue the fight against environmental destruction even after they’re gone, by leaving a gift in their will.
Following the announcement of a ‘limited-edition’ – read: fictional – Greenpeace coffin last year, which allowed you to protest from beyond (and in) the grave, the organisation has returned with yet another playful take on posthumous activism.
This time, a new film, developed in collaboration with London-based creative agency Elvis, gets straight to the point – those who care about the planet needn’t give up the fight once they give up the ghost. Leaving a gift in their will allows Greenpeace to keep fighting on their behalf.
Drawing on cult comedy films and protest cinema, the short spot features clever puppetry that brings to life a host of darkly funny characters – from an urn and a polar bear to a skull and a worm. Along with a recently deceased male protagonist, they put out a rallying cry to current and prospective activists to create a lasting, rebellious legacy.
In classic Greenpeace fashion, the film adopts a subversive tone, showing that audiences – especially elderly ones – don’t need to be mollycoddled. They want to make a difference, and in fact, a recent study conducted by Greenpeace and Savanta revealed that “62% of over-50s feel campaigns underestimate their appetite for activism”.
“Legacy giving grapples with two of the greatest taboos: money and death,” says Melanie McNeill, fundraising director at Greenpeace. “As a result, it is often framed as a private act, sensitively communicated. This campaign reclaims legacy giving as a final act of protest, a bold and loud demonstration of our supporters’ commitment to protecting the natural world.”
“The ideas that change the world don’t arrive quietly,” adds Josh Green, CCO at Elvis. “They entertain, disarm, and then leave something behind that’s hard to ignore. This work uses entertainment to make the most serious of topics feel alive. And, hopefully, worth acting on.”
Credits:Creative Agency: ElvisManaging Partner, Strategy: Camilla YatesManaging Director & Sustainability Lead: Caroline DavisonCCO: Josh GreenCreative Director: Alex VasileSenior Creatives: Sam Hinckley, Chris LawlorProduction: IrresistibleDirectors: The Nott Brothers
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