As part of its Save the Arctic campaign, Greenpeace's most recent action has targeted Lego over its partnership with oil
corporation, Shell, which continues to drill in the Arctic. The campaign has been high-profile, starting with an animated
Lego-style video, coming in the wake of the hugely popular Lego Movie. The initial video, which featured a Lego Arctic
paradise being slowly flooded with oil, has already notched up more than 5m YouTube views since it was uploaded last
month. The campaign has not registered any official success so far. Shell has reaffirmed its commitment to the Arctic as an
oil resource and Lego remains unrepentant over its involvement with Shell, and vows to continue the partnership.