• ...an increasingly desperate war against an extreme-right administration that was exacerbating environmental destruction in ways unseen since the fall of the Iron Curtain.

    While this has put excessive strain on their team, it has also given them an opportunity to connect with a wide segment of the population who weren't dedicated environmentalists, but who were desperate to halt the government's narrow-minded, self-serving actions across every area of public life.

    Moreover, as the administration was carrying out increasingly open and vicious attacks on NGOs, it was not only advantageous, but increasingly vital for Greenpeace to develop wider and deeper emotional connections with Hungarian society.




    Greenpeace offices in Central Europe wanted to broaden their supporter base, while creating stronger emotional bonds with existing donors. At the same time, Greenpeace in Hungary in particular was fighting an increasingly desperate war...
    READ MORE
    Background
    Background
    Greenpeace offices in Central Europe wanted to broaden their supporter base, while creating stronger emotional bonds with existing donors.

    At the same time, Greenpeace in Hungary in particular was fighting an increasingly desperate war against an extreme-right administration that was exacerbating environmental destruction in ways unseen since the fall of the Iron Curtain. While this has put excessive strain on their team, it has also given them an opportunity...
    ...an opportunity to connect with a wide segment of the population who weren't dedicated environmentalists, but who were desperate to halt the government's narrow-minded, self-serving actions across every area of public life.

    Moreover, as the administration was carrying out increasingly open and vicious attacks on NGOs, it was not only advantageous, but increasingly vital for Greenpeace to develop wider and deeper emotional connections with Hungarian society.
    1
    2
    1
    2
    Scroll or use the menu
    to move between slides





  • We allowed people to experience from up close what it feels like to stand up to the government, and belong to a community that isn't only committed and professional, but also caring and playful.

    Our approach has brought environmental activism into the households of millions through the evening news, increased awareness, and brought a surge in support.




    We designed and implemented a new video strategy, focusing on recreating the emotional intensity of Greenpeace actions. We allowed people to experience from up close what it feels like to stand up to the government...
    Overview
    READ MORE
    Overview
    We designed and implemented a new video strategy, focusing on recreating the emotional intensity of Greenpeace actions.

    We allowed people to experience from up close what it feels like to stand up to the government, and belong to a community that isn't only committed and professional, but also caring and playful.

    Our approach has brought environmental activism into the households of millions through the evening news, increased awareness, and brought a surge in support.





  • ...while on the other end of the spectrum supporters often feel that their only connection with the organization is reduced to periodic opportunities to sign petitions and read scientific analyses.

    We had to build bridges over the enthusiasm gap and help more people see Greenpeace for what it really is: a tight-knit group firmly committed to protect the ecosystems we all depend on, with an in-depth understanding of the issues at hand and a practical, courageous approach to tackle them. Above all, we wanted to show that they are a strong, loving community that fights not only for the environment, but also for the people.




    Greenpeace is clearly perceived as the No. 1 global brand for professional, effective—and also daredevil environmentalism. Yet, there are still plenty of bystanders who only see troublemakers...
    READ MORE
    Challenge
    Challenge
    Greenpeace is clearly perceived as the No. 1 global brand for professional, effective—and also daredevil environmentalism. Yet, there are still plenty of bystanders who only see troublemakers, while on the other end of the spectrum supporters often feel that their only connection with the organization is reduced to periodic opportunities to sign petitions and read scientific analyses.

    We had to build bridges...
    We had to build bridges over the enthusiasm gap and help more people see Greenpeace for what it really is: a tight-knit group firmly committed to protect the ecosystems we all depend on, with an in-depth understanding of the issues at hand and a practical, courageous approach to tackle them. Above all, we wanted to show that they are a strong, loving community that fights not only for the environment, but also for the people.
    1
    2
    1
    2





  • ...over 20 short films, as well as raw footage featured in broadcast and online media after major Greenpeace actions.

    We've built our strategy around two central goals.







    We've developed and implemented a new long-term video strategy that had unfolded over a trial year, and has been extended indefinitely afterwards. To date, it has encompassed over 20 short films...
    Our Strategy
    READ MORE
    Our Strategy
    We've developed and implemented a new long-term video strategy that had unfolded over a trial year, and has been extended indefinitely afterwards.

    To date, it has encompassed over 20 short films, as well as raw footage featured in broadcast and online media after major Greenpeace actions.

    We've built our strategy around two central goals.
  • Our Greenpeace Reel
    Greenpeace Hungary:
    A Tough Year





    Nor would shaky handheld recordings of the last team member in line. We did the trainings and preparations with the activists and helped them choreograph their actions into visual compositions that would not only work for the few dozen bystanders who happened to be there, but also for the tens of thousands who watched them later in the news.

    Then we did everything to make those compositions come alive. We were speeding alongside fast moving actions on rollerblades with steadicam, we deployed cranes and drones, while we also stayed embedded, close to the team—and we didn't let go of our compositions when things got physical.

    Our answer to the skeptics disparaging activists from the sidelines was not to leave them on the sidelines. We created cinematic experiences that drew people in, regardless of their opinions. Watching our videos meant you were there with us, you felt the thrill of it, and you left with the impression that what happened, mattered.

    Some of our videos ended up being social media hits spreading from Greenpeace's network, but the emphasis was on getting our approach into the news. Our footage was repeatedly featured in Hungary's most popular prime time television news show (RTL Evening News), online portals, and even abroad through Euronews.

    The bulk of this success comes from Greenpeace's imagination, audacity and strong strategic sense. But we've demonstrated that actions that are not only important but are also made to feel important have an even higher chance of breaking through the walls of mass media and reaching the households of millions.







    We had to recreate the dramatic intensity of Greenpeace actions on screen while emphasizing their professionalism. Static shots from the distance while others were risking their safety in high-stakes civil disobedience wouldn't cut it anymore.
    READ MORE
    Share Drama
    Share the Drama
    We had to recreate the dramatic intensity of Greenpeace actions on screen while emphasizing professional planning and execution.

    Wide, static shots from the distance while others were risking their safety in high-stakes civil disobedience wouldn't cut it anymore. Nor would shaky handheld recordings of the last team member in line. We did the trainings and preparations with the activists and helped them choreograph their actions into visual compositions that would not only work for the few dozen bystanders who happened to be there, but also for the tens of thousands who watched them later in the news.
    Then we did everything to make those compositions come alive. We were speeding alongside fast moving actions on rollerblades with steadicam, we deployed cranes and drones, while we also stayed embedded, close to the team—and we didn't let go of our compositions when things got physical.

    Our answer to the skeptics disparaging activists from the sidelines was not to leave them on the sidelines. We created cinematic experiences that drew people in, regardless of their opinions. Watching our videos meant you were there with us, you felt the thrill of it, and you left with the impression that what happened, mattered.
    Some of our videos ended up being social media hits spreading from Greenpeace's network, but the emphasis was on getting our approach into the news. Our footage was repeatedly featured in Hungary's most popular prime time television news show (RTL Evening News), online portals, and even abroad through Euronews.

    The bulk of this success comes from Greenpeace's imagination, audacity and strong strategic sense. But we've demonstrated that actions that are not only important but are also made to feel important have an even higher chance of breaking through the walls of mass media and reaching the households of millions.
    1
    1
    2
    2
    3
    3
  • Greenpeace Austria Says Danke
    I Love Arctic
    IceRide





    We helped them design marches and flashmobs in ways that allowed us to show the joy of being together in a big, inclusive, lively community.

    In parallel, building on the idea of the Australian Greenpeace office, we've produced ‘thank you’ videos for several Central European offices. Since these tokens of gratitude have been directed specifically at donors, we decided to put real interactions and emotions between Greenpeace staff and supporters at the center.




    During this process, we also got to know Greenpeace as a charming, playful bunch, who all deeply care for each other—and we were eager to show that to everyone else. Yes, they are heroes, but they're also friends.
    Share Joy
    READ MORE
    Share the Joy
    During this process, we also got to know Greenpeace as a charming, playful bunch, who all deeply care for each other—and we were eager to show that to everyone else. Yes, they are heroes, but they're also friends.

    We helped them design marches and flashmobs in ways that allowed us to show the joy of being together in a big, inclusive, lively community. In parallel, building on the idea of the Australian Greenpeace office, we've produced ‘thank you’ videos for several Central European offices. Since these tokens of gratitude have been directed specifically at donors, we decided to put real interactions and emotions between Greenpeace staff and supporters at the center.





  • Importantly, it has also helped Greenpeace boost donations by 39% in 2 years. It enabled them to gain a new reputation among wide swaths of the population as the organization that dares and knows how to stand up for our future.




    Sharing the emotional experiences of Greenpeace actions with a broad audience has helped focus the national conversation on the cornerstones of sustainability that the government was actively undermining.
    READ MORE
    Results
    Results
    Sharing the emotional experiences of Greenpeace actions with a broad audience has helped focus the national conversation on the cornerstones of sustainability that the government was actively undermining.

    Importantly, it has also helped Greenpeace boost donations by 39% in 2 years. It enabled them to gain a new reputation among wide swaths of the population as the organization that dares and knows how to stand up for our future.
NEXT
Back to case studies
Better web for nonprofits
Home
Who we are
Where you can reach us
GREENPEACE / Video
Background
Overview
Challenge
Our Strategy
Share the Drama
Share the Joy
Results
is really sub-optimal for reading anything more than a few words—
and we have so much to say about the projects we've been working on.
You see what we're saying? Lines are dragging on, they just feel too long.
We'd like to ask you to turn your device back to portrait.
Landscape Orientation