Greenpeace is getting more exposure than ever now that millions of people have developed a deeper emotional investment in conserving the environment. They've been rolling out advertising campaigns that are getting picked up left and right by advocates.
Their latest campaign series involves a spoof of Kleenex's "let it out" ads, which they've dubbed "Kleercut: Wiping Away Ancient Forests.". Their hope is to shed light on the fact that Kimberly Clark, the makers of the Kleenex brand, cuts down millions of ancient trees in Canada's boreal forest in order to produce their tissues.
Another part of their Kleenex rebellion was sneaking environmental messages inside Kleenex boxes in a New York drugstore.
"Wiping away ancient forests," Greenpeace wrote inside. "Here's a little secret that Kimberly-Clark, the largest tissue maker in the world and parent company of Kleenex, does not want you to know."
This is the second time Green Peace has spoken out against Kleenex.
"About a year ago, Greenpeace activists infiltrated one Kleenex shoot for its “Let it Out†ad campaign," according to the LA Times. "Kleenex reps enticed passers by to plop onto a blue couch and let out their sorrows â€" with a $200 award for crying in an ad-worthy way â€" on a Kleenex. Greenpeace members pretended to be would-be cryers, thus crashing the couch -- and making a YouTube video of the debacle."
The video is seen above.
Here's another Green Peace protest that turned into a live public art project, resulting in a lot of press:
Eco Protest Through Spoofs
Greenpeace Kleercut Kleenex Parody
Trend Themes
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2. Creative Protest - Disruptive innovation opportunity: Explore unconventional and attention-grabbing methods for protest to generate exposure and engage the public.
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Industry Implications
1. Advertising - Disruptive innovation opportunity: Create new advertising strategies that leverage emotional investment and advocate for social and environmental causes.
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