NAILED IT! we won’t rest in peace

The issue: Environmental protection, climate change

This example comes from: Greenpeace UK (and ad agency elvis)

Strategic context: Presumably this video was designed to drive existing supporters (who might have started supporting Greenpeace back in the 1960s) to make a bequest to the organisation when preparing their Will. See the associated ‘Won’t rest in peace’ web page here, including a coffin for sale!

The values it’s priming are: Universalism (protecting the environment), Self-Direction (choosing own goals).

What we love about it: This video perfectly illustrates that using intrinsic values like Universalism doesn’t mean we have to abandon creativity and fun, or take an overly earnest tone, even with a subject as serious as death and legacy. Showing older people - often overlooked and dismissed - as empowered and still relevant adds a touch of social justice priming to the strong environmental message. Rather than focusing on loss, it celebrates the enduring spirit of activism, appealing to over-50s who still see themselves as part of the fight for the planet.

What we’d change: Using violent metaphors like ‘fight’ tends to prime extrinsic Achievement values, with their associated zero-sum thinking, and suppress the helpful intrinsic values that prompt people to take actions like giving to social causes.

Want more values-based inspiration?

Check out our full list of Nailed It! examples