An assortment of ‘green’ advertisers joined forces with Amnesty
International last weekend for an initiative designed to strike a blow
against Shell UK’s latest campaign.
In an 11th-hour move, the advertisers co-ordinated a double hit against
Shell by taking full-page ads directly before and after an ad for Shell
in the Observer.
Shell had booked an ad distancing itself from the hanging of Ken Saro-
Wiwa by the Nigerian government and defending its business activities in
Amnesty’s media company, CIA Medianetwork, negotiated a full-page ad to
follow the Shell site. Indra Sinha, managing director of Chaos,
Amnesty’s creative shop, then approached the Body Shop, Greenpeace and
Friends of the Earth for support. Within two hours, the advertisers had
formed a consortium to buy the space in the Observer which Adam Smith, a
CIA buyer, had negotiated on behalf of Amnesty.
Smith then went back to Amnesty with the idea of creating a ‘Shell
sandwich’, by booking an Amnesty ad to run directly before the Shell ad.
It agreed and the Observer dropped a page of editorial to accommodate
the extra ad.