Social Media Marketing Failed Campaign from Shell Spoof Website Arctic Ready Case Study
February 9, 2024

The Arctic: A Frontier of Beauty, Resource, and Contention

The Arctic, often envisioned as a pristine expanse of ice and snow, is much more than a frigid wilderness at the top of our world. It is a complex region with a dynamic structure, rich in biodiversity, and steeped in cultures that have navigated its harsh conditions for millennia. Yet, as the climate crisis intensifies, the Arctic has also emerged as a focal point of global interest for its untapped resources, particularly oil. This interest has made it a bone of contention in the media for a long time, stirring debates on environmental conservation, energy security, and geopolitical strategies.

Mapping the Arctic: Beyond Ice and Snow

The Arctic is defined not just by geographical boundaries but by its environmental and ecological characteristics. It encompasses the Arctic Ocean, parts of Canada, Greenland, Russia, the United States (Alaska), Iceland, Norway, Sweden, and Finland. The region is home to ice-covered seas, permafrost landscapes, and unique ecosystems that have adapted to extreme cold and seasonal variations in daylight, from 24-hour sunlit summers to dark, aurora-lit winters.

This polar region plays a critical role in the Earth’s climate system. The ice and snow cover help regulate the planet’s temperature by reflecting sunlight back into space. However, with climate change, this reflective capacity is diminishing as the ice melts, resulting in a phenomenon called Arctic amplification, where the Arctic’s temperature is increasing twice as fast as the global average.

Discovering the Arctic’s Nature and Resources

Beyond its ice-laden surface, the Arctic is teeming with life. It hosts a diverse range of flora and fauna adapted to its cold conditions. Polar bears, walruses, seals, and numerous species of whales and birds depend on the Arctic’s fragile ecosystem for their survival. Indigenous peoples, including the Inuit, Saami, and others, have also lived in harmony with this harsh environment for thousands of years, developing cultures deeply intertwined with the natural world.

The Arctic is not just about natural beauty and cultural heritage; it’s also rich in resources. It holds significant reserves of minerals, fish, and especially hydrocarbons. The U.S. Geological Survey estimates that the Arctic contains about 13% of the world’s undiscovered conventional oil resources and 30% of its undiscovered natural gas.

Arctic Ambitions: The Hunt for Black Gold

The potential for oil and gas production in the Arctic has attracted intense interest from national governments and energy companies alike. Countries with territorial claims in the Arctic, such as Russia, the United States, Canada, and Norway, have been keen to explore and develop these resources. Major oil companies, including ExxonMobil, Royal Dutch Shell, and Russia’s Gazprom, have initiated exploration projects, drawn by the prospect of discovering vast new reserves.

However, the Arctic’s harsh environment and sensitive ecosystem make oil exploration and production highly challenging and controversial. The risk of oil spills, which would be devastating to the Arctic’s marine life, and the difficulty of cleanup operations in its icy waters, pose significant environmental threats. Additionally, the exploitation of Arctic oil is at odds with global efforts to reduce carbon emissions and combat climate change.

Shell’s Arctic Exploration: Between Risk and Responsibility

Royal Dutch Shell, commonly known as Shell, has been at the forefront of oil exploration and production in the Arctic, a region believed to hold vast reserves of untapped oil and natural gas. This pursuit has positioned Shell as a central figure in the broader discussion about the balance between energy development and environmental protection. Shell’s activities in the Arctic, particularly in the Alaskan waters, have been a subject of intense scrutiny, debate, and activism, reflecting the complex interplay of economic, environmental, and social considerations that characterize the Arctic oil exploration saga.

The Allure of the Arctic

The Arctic’s appeal to oil companies like Shell lies in its significant untapped resources. Estimates suggest that the Arctic holds a large portion of the world’s undiscovered oil and gas reserves. For Shell, and the energy sector at large, these resources represent a potential boon to meet global energy demand, especially as traditional oil fields elsewhere are depleting. Shell’s interest in the Arctic has been driven by the prospect of pioneering these frontiers and securing energy supplies for the future.

The Challenges of Arctic Exploration

Exploring and producing oil in the Arctic is fraught with challenges. The harsh and unpredictable environment, characterized by extreme cold, icebergs, and dark winters, makes oil exploration and production technically difficult and costly. Shell’s Arctic endeavors have necessitated the development of specialized drilling equipment and emergency response strategies to mitigate the risk of oil spills in ice-covered waters. Despite these efforts, the technical difficulties have raised questions about the feasibility and reliability of Arctic oil extraction.

Environmental and Social Concerns

Shell’s Arctic operations have sparked significant environmental and social concerns. Environmentalists argue that the Arctic’s sensitive ecosystem is particularly vulnerable to disruption from oil exploration and production activities. The risk of oil spills, which could have devastating effects on marine life and the livelihoods of Indigenous peoples, has been a central point of contention. Moreover, the contribution of Arctic oil to carbon emissions is at odds with global efforts to combat climate change, adding another layer of controversy to Shell’s Arctic ambitions.

Regulatory and Legal Battles

Shell’s Arctic oil exploration projects have navigated a complex landscape of regulatory and legal challenges. In the United States, the company’s plans to drill in the Alaskan Arctic have been subject to rigorous environmental reviews and legal challenges from environmental groups and Indigenous communities. These challenges have focused on the adequacy of spill response plans, the impact on wildlife, and the contribution to climate change. Regulatory uncertainty and legal setbacks have at times delayed or curtailed Shell’s exploration activities.

Public Relations and Activism

The public relations dimension of Shell’s Arctic exploration has been marked by high-profile activism and campaigns aimed at highlighting the risks and urging the company to reconsider its plans. The “Let’s Go! Arctic” campaign, associated with Shell and the website, is a notable example of a satirical effort created by environmental activists to draw attention to the risks and controversies surrounding oil drilling in the Arctic. This campaign was not an official Shell initiative but rather a hoax orchestrated by Greenpeace and the Yes Men, a group known for their elaborate pranks aimed at critiquing corporations and organizations they view as engaging in unethical or harmful practices.

Started in 2012, the campaign introduced a parody website called, which imitated Shell’s official style and messages. This site was filled with mock ads that overly praised the advantages of exploring oil in the Arctic, aiming to showcase the environmental dangers and the thoughtless nature of these activities. A key feature of the campaign was a fake social media tactic that encouraged people to design and share their own Shell ads. This led to a wave of humorous and critical images that quickly went viral on the internet.

The campaign effectively brought public attention to the environmental concerns associated with drilling for oil in the Arctic, a region that is particularly sensitive to the impacts of climate change and where an oil spill could have catastrophic consequences for the ecosystem. It sparked discussions on the responsibilities of energy companies like Shell in pursuing oil exploration in such vulnerable areas and the broader issues of fossil fuel dependency and climate change mitigation.

Shell has been actively involved in exploring for oil in the Arctic, particularly in the Alaskan Arctic, but has faced significant challenges, including public opposition, regulatory hurdles, and logistical difficulties. In the face of these challenges and changing market conditions, Shell has periodically reevaluated its Arctic exploration activities. The “Let’s Go! Arctic” campaign is an example of how activism can use creative tactics to influence public opinion and draw attention to critical environmental issues.

Unveiling the Arcticready Campaign

At first look, Arctic Ready ( could easily be mistaken for an official Shell website, with its sleek design, strategic use of white space, and the prominent display of Shell’s well-known red and yellow logo. However, this resemblance is no accident but rather the foundation of an intricate spoof by Greenpeace and The Yes Lab. Their goal? To shed light on Shell’s controversial Arctic drilling plans through the “Let’s Go!” campaign.

Leveraging the power of social media, online videos, and interactive gaming, this campaign launched a comprehensive attack against Shell’s intentions to start exploratory drilling in the Arctic’s Beaufort and Chukchi seas. Citing federal estimates, The Huffington Post’s Tom Zeller Jr. notes the potential to extract over 26 billion barrels of oil and 130 trillion cubic feet of natural gas from the area’s undersea shelf, highlighting the significant environmental stakes at play.

In just two days, Arctic Ready saw a surge in online attention, amassing 1.8 million page views, as reported by a Greenpeace spokesperson. The site’s authentic look led some visitors to believe it was an actual Shell social media blunder.

Arctic Ready offers users the chance to craft their own Shell ads, with the ability to add personalized text to images of Arctic wildlife, including polar bears and narwhals. Additionally, the site features “Angry Bergs,” a game aimed at children, where the objective is to dissolve icebergs threatening oil rigs, satirically commenting on the clash between energy pursuits and environmental conservation. Despite the campaign’s success and the awkward position it puts Shell in, the company has opted not to pursue legal action against Greenpeace.

Shell’s Current Stance and the Future

Shell has significantly adjusted its approach to Arctic oil drilling, halting its offshore exploration drilling operations in Alaska since 2015 and maintaining no active offshore exploration or production projects in the Arctic Circle. The company still holds exploration licenses in the Arctic regions of the USA, Norway, and Russia, and from previous activities in the Canadian Arctic, but plans no further development of these licenses, nor does it intend to seek new offshore leases in the Arctic.

Emphasizing a commitment to safety, environmental, and social considerations, Shell’s strategy also includes careful management of various risks. A notable move in 2020 was the formation of a joint venture with Gazprom Neft for exploration on Russia’s Gydan Peninsula, adhering to high technical, environmental, and social standards. Additionally, Shell aims to divest its near-shore leases in Alaska’s West Harrison Bay after consolidating them, seeking a partner and transferring operatorship. This recalibration of Shell’s Arctic strategy reflects a nuanced approach to resource exploration, prioritizing environmental stewardship and social responsibility alongside economic interests.


To conclude, the Arctic story, heightened by Shell’s drilling activities and brought into focus by the clever website, highlights the complex conflict between the need to protect the environment and the pursuit of energy resources. The Arcticready website, with its satirical approach, did more than just mock Shell’s activities; it significantly heightened public awareness and scrutiny of Arctic oil drilling, integrating environmental activism into the narrative of the digital era. This shift sparked a wider discussion on the importance of protecting the Arctic’s untouched environments amidst the global race for energy resources. Reflecting on the path forward for the Arctic, the insights from Shell’s drilling efforts and the Arcticready initiative highlight the urgent need for a thoughtful and responsible method to natural resource exploitation. This situation calls upon all involved parties to make the Arctic’s environmental health a top priority, ensuring its stunning ice landscapes and diverse wildlife can thrive for future generations to appreciate and enjoy. Ultimately, the Arcticready campaign acts as a pivotal moment for us to reconsider our approach to environmental care and the decisions that will shape the Arctic’s future.

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