Greenpeace wanted to raise awareness with a young and connected audience about the future of our planet. Greenpeace is naturally respected and trusted, but young audiences are not familiar with the causes they stand for.

They know the name, not the aim. 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 had before.

As an organization experienced in “off the margin” and radical ways of doing things, Greenpeace had the legitimacy to spread their message using the hackers’ weapons to reach them.

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.

Only one organization can allow itself to pass a message in a pirate file platform and gain respect for this: Greenpeace. The execution of hijacking torrents is a form of modern day protest and piracy that reminds of how historically Greenpeace were never afraid to take a risk in the name of nature.

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%.