LEGO is a much-loved children's toy, whereas Shell is an oil company whose plans to drill in the Arctic puts lives and whole ecosystems at risk. We demonstrated this clash of ideals by drowning an otherwise idyllic Arctic scene, made from 120kg of LEGO, in a burgeoning 'oil slick' (a non-toxic mix of glycerin and black ink) . The LEGO characters represent childhood innocence and unpleasantness was manifest in their faces.

Accompanied by a melancholy cover of Everything is Awesome (the theme tune from The LEGO Movie), recorded especially for the film, a rising tide of leaking black oil drowns a happy Arctic diorama straight out of a child's imagination.

That's the story of Everything is NOT Awesome the video created to break up LEGO and Shell's branding 50-year-long, $60m partnership. The creative considered the viral potential of the film from the outset, with the script specifying the inclusion of pop-culture icons like Jon Snow and Hedwig the Owl, to Shell-branded vehicles and characters from The LEGO Movie itself. The message is clear: we need to stop Shell polluting our children's imaginations.

The diorama itself was built from about 120kg of LEGO over the course of three weeks. We filmed it on a crane rig flooding repeatedly with what looked like oil, but was actually a non-toxic mix of glycerin and black ink.

The song was a slowed-down, rearranged cover of Everything is Awesome from The LEGO movie.

The video was firstly uploaded to YouTube, where it received 3M views before being temporarily taken down due to a copyright claim. When this happened, a back-up Vimeo version was ready to go and multiple language versions were uploaded to Facebook.

The film resulted in half a million hits on the petition microsite as well as a million signatures and a 20k increase in Facebook likes and follows for the Save the Arctic official page. On top of this, the video was shared across Facebook profiles over 147k times, over 157k times on YouTube and 10k on Twitter. Aside from social media, the video was embedded and covered in multiple online publications from all over the world - from MTV to the Guardian, from PR week to Forbes. As well as online video features from Sky News and ITV. It was the first environmental video to be featured on a Game of Thrones fan site.

Ultimately, the promotional goal of reaching new supporters and achieving petition signatures was achieved on top of the overall campaign goal for LEGO, under mounting pressure from the video, to end their partnership with Shell.