Title	GREENTORRENT
Brand	GREENPEACE
Product/Service	GREENPEACE
Category	A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN
Entrant Company	DDB PARIS, FRANCE
Advertising Agency	DDB PARIS, FRANCE

Name	Company	Position
Alexandre Hervé	Ddb Paris	Executive Creative Director
Alexis Benbehe	Ddb Paris	Art Director/Copywriter
Pierre Mathonat	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
Axel Renaudin	Greenpeace	Advertiser Supervisor

The Brief

Greenpeace wanted to raise awareness with a young and connected audience about the future of our planet. We had to interest them in the Greenpeace and engage them to fight in our cause. 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. This particular community tends to distrust traditional mediums like TV, outdoor or digital banners, so we had to surprise them in a way communication never did before. As an organization experienced in 'off the margin' and radical ways of doing things, Greenpeace had a legitimacy to spread their message using the hackers' weapons to reach them.

Describe how the promotion developed from concept to implementation

We decided to take 15 blockbusters, and to alter the subtitles of a short scene in each one. This way, Greenpeace took the stage in the middle of epic, heroic shows to talk about the true heroes fighting outside, for the good of Earth. We used these movies as mediums, and the biggest torrent platforms became our broadcasting platforms. 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.

Describe the success of the promotion with both client and consumer including some quantifiable results

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%.

Explain why the method of promotion was most relevant to the product or service

79% of the Y-Z generation people illegally download movies on a daily basis. We know that in France, most torrent users download movies in original version with French Subtitles. This is due to the small amount of French people speaking the language of Jay-Z. From that point, it made sense to use the subtitles as support for our message. Greenpeace has proven over the years that preserving the planet requires to take risks. People trust them for that very reason, thus our 'seeders and leechers' are more likely than anyone to appreciate it.