ENSO worked with Greenpeace to launch Head & Shoulders’ Dirty Secret, a social media campaign to force Procter & Gamble to drop “dirty” palm oil from their supply chain.
"Dirty" Palm Oil
Following a yearlong investigation, Greenpeace discovered Procter & Gamble had been sourcing palm oil from companies connected to widespread rainforest devastation — pushing the endangered Sumatran Tiger further towards extinction.
With nearly 5 billion people using its products, Greenpeace targeted Procter & Gamble’s global Head & Shoulders brand to reveal consumers were unknowingly part of an environmental scandal.
Slick & Subversive
We worked with Greenpeace to craft a powerful call-to-action, and turned this into a slick campaign subverting Head & Shoulders’ famous brand aesthetic.
By rejecting traditional video in favour of animating with code, our film actively rewarded successful user interactions — unlocking new of the campaign story to those who shared the campaign or sent an email to Procter & Gamble’s CEO.
With an multi-lingual animation that subtly prompted and rewarded campaign engagement, Greenpeace’s #ProtectParadise hashtag quickly gripped timelines across the world.
The campaign reach was a huge success, generating nearly 400,000 emails to Procter & Gamble’s CEO, thousands of phone calls to their numerous offices, and dozens of protests around the world.
Following the resulting public outcry, Procter & Gamble introduced a zero deforestation policy, one that promised to remove forest destruction completely from its palm oil supply chain.