• Greenpeace 'Couldn't Care Less'
  • Greenpeace 'Couldn't Care Less'

Greenpeace 'Couldn't Care Less'

Greenpeace wanted to expose Sainsbury's terrible record on plastic and toxify their brand so that people would see them as the worst supermarket when it comes to plastic packaging.

We created a spoof PR film for April Fool's that highlighted their ambivalence to the problem in a tongue-in-cheek way.

The campaign reached of 3/4m people on Facebook and was tweeted over 13,000 times. Within 24 hours of launching the film Sainsbury's had responded and pledged to reduce plastic packaging.