As content marketing triumphs go, few have seen success like Lego, and its box office-topping "The Lego Movie."
But as my grandmother liked to say in the presence of happy children, "Where there is laughter soon will be tears."
It took a partnership with Shell Oil to inspire said tears. Take a look at this oh-so-sad version of the movie's signature song, "Everything is Awesome":
That Greenpeace video is meant to bum you out and remind you of Shell's commitment to arctic drilling.
"Green Peace has asserted that this licensing deal effectively uses children's playrooms for Shell's public image management as it tries to 'buy friends
who can make its controversial arctic drilling plans acceptable and misleadingly associate it with positive values.' Greenpeace went so far as create a compelling film that takes the
very brand recognition that Lego established through its charming commercials and hit movie and turns it against the brand."
writer Simon Mainwaring points out that Lego's PR crisis highlights three key issues that brands now have to reconcile:
1. What do they stand for?
2. How do they tell that story?
3. How do they show meaningful and measurable impact?
Lego has some explaining to do here, and it's unlikely that a couple of tweets, no matter how well crafted, are going to get them out of this one.