LEGO Block Shell

Pernille Vesterled, Mathias Simonsen Jakobsen, Martin Myssen & Lasse Duus Rasmussen

Studenteropgave: Semesterprojekt


This investigation seeks to examine the question of why the Greenpeace campaign LEGO Block Shell was successful in ending the long lasting marketing partnership between LEGO and Shell. Through a social constructivist perspective and a hypothetico-deductive approach to research design, this investigation was formed on the foundation of a quantitative data collection and five qualitative interviews. Through social media theories on action mobilization and connective action as well as the investigation’s empirical data it is examined how Greenpeace’s use of social media as main channel of communication in the distribution of the campaign affected its overall success. Similarly, the reception of the campaign video LEGO: Everything is NOT awesome is analysed through the rhetoric and semiotic traditions of communication theory, based on statements obtained through semistructured interviews. Finally, through the use of brand theories it is discussed why the campaign was mainly aimed at LEGO instead of Shell whose actions constitute a more obvious target. The investigation concludes that the public pressure on LEGO and Shell generated by the campaign was a highly contributing factor aiding in the success of the campaign. Furthermore, it is concluded that LEGO’s positive brand and mainly LEGO’s own motivation to preserve this was the key to Greenpeace’s success.

UddannelserKommunikation, (Bachelor/kandidatuddannelse) Bachelor el. kandidat
Udgivelsesdato10 jun. 2015
VejledereHans Christian Asmussen


  • LEGO
  • Shell
  • Brands
  • Block
  • Greenpeace
  • Kulturel støjsending