Everything isn't awesome: Greenpeace releases video attacking Lego's deal with Shell

Video: Greenpeace's latest stunt is a video showing Arctic Lego characters slowly being drowned by Shell oil

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The Independent Online

Set to the Lego film soundtrack "Everything Is Awesome," everything does indeed seem that way as the camera pans across a scene of happy Arctic Lego characters and animals.

However, serenity soon gives way to disaster as Shell's heavies move in with large drills, with a vast amount of oil soon seeping upwards from the ocean's depths and smothering the indigenous Lego population.

The film, shot by creative agency Don't Panic, is part of Greenpeace's campaign to criticise Lego’s longstanding relationship with Shell. Greenpeace are critical of Shell’s plans to drill in the Arctic region and argue that Lego should end its partnership with company.

In a description accompanying the video, Greenpeace state, "We love Lego. You love Lego. Everyone loves Lego. 

"But when Lego's halo effect is being used to sell propaganda to children, especially by an unethical corporation who are busy destroying the natural world our children will inherit, we have to do something."

Lego's CEO, Jørgen Vig Knudstorp, released an online statement last week in response to Greenpeace's campaign.

"A co-promotion contract like the one with Shell is one of many ways we are able to bring Lego bricks into the hands of more children," Knudstorp wrote.

"The Greenpeace campaign focuses on how Shell operates in a specific part of the world. We firmly believe that this matter must be handled between Shell and Greenpeace. We are saddened when the Lego brand is used as a tool in any dispute between organisations."