Title	GREENTORRENT
Brand	GREENPEACE
Product/Service	GREENPEACE
Category	A09. USE OF OTHER DIGITAL PLATFORMS IN A MEDIA CAMPAIGN
Entrant Company	DDB PARIS, FRANCE
Advertising Agency	DDB PARIS, FRANCE

Name	Company	Position
Alexandre Hervé	Ddb Paris	Executive Creative Director
Pierre Mathonat	Ddb Paris	Art Director/Copywriter
Alexis Benbehe	DDB Paris	Art Director/Copywriter
Julien Bon	DDB Paris	Copywriter
Gautier Farge	DDB Paris	Copywriter
Laurence Cantie	Ddb	Copywriter
Xavier Mendiola	DDB Paris	Account Director
Marie Elise Archambaud	DDB Paris	Account Manager
Sylvie Dumas	Ddb Paris	Post Producer

Results and Effectiveness

Our real goal, more than supporting a new kind of fundraising campaign, was to expand Greenpeace's audience. Each movie, all formats included, was downloaded between 26 000 and 42 000 times with an average of 30 000. A total of more than 500 000 downloads all in all, and still growing. Some regular torrent uploaders started to share our versions of the movies, for a few, those movies became collector editions, and the game was to get the whole collection. The strength of the project was that it could have been the work of any Greenpeace supporter, anywhere in the world, for zero cost. In the end, we managed to increase new Facebook fans number and Twitter followers by 25%.

Creative Execution

A Torrent movie is a complicated media. You can't just post your movie in the 'matrix' and see what happens. To make this work, you need to connect directly to the administrators of the different platforms in order to infiltrate the torrent world. We made connection with a group of professional uploaders and hackers and greatly sensibilized them to the project. Our team of Hackers and 'professional uploaders' helped us broadcast the movies on the four most famous torrent platforms in France : Kickasstorrent, t411, the Pirate Bay and Cpasbien. At the same time, we anonymously contacted a number of bloggers to show them what we did. The campaign became viral in two ways : the Mainstream way through the bloggers and the underground one through newsgroups, forums and torrents platform.

Insights, Strategy and the Idea

Greenpeace wanted to raise awareness with a young and connected audience about the future of our planet. Our target is an ultra connected audience, the famous Y and Z generation. 79% of the Y-Z generation people illegally download movies on a daily basis. In France, most torrent users download movies in original version with French Subtitles, so we used those as support for our message. We altered subtitles of short scenes at 15 blockbusters. Greenpeace took the stage to talk about the true heroes fighting outside, for the good of Earth. We decided to target people who illegally download movies over the net, asking them to reinvest a part of the money they saved to help Greenpeace. It was an efficient and never seen before way to hook the young pirates when they are the most responsive, talking to them using their own tools. Moreover, due to the way torrents work, every person who downloaded one of those files helped Greenpeace to seed and broadcast their message by giving their own bandwidth to the torrent.