Shortly after helping to (mis)launch Shell's Arctic drill rig, we decided to help Shell with their profoundly misguided "Let's Go" ad campaign—the public-relations part of their failed push to drill in the Arctic—by inviting the public to join in.
The main feature of ArcticReady.com, however, was an invitation to the public—supposedly from Shell itself—to generate their own ads for Arctic drilling from an uploaded image and slogan. Thousands of users, at first delighted by Shell's gaffe and then delighted to express how they felt about the issue, flooded the site with generated ads. Users could vote on ads, with the result that the funniest quickly rose to the top. The winner—the cute Arctic fox—was put up on a billboard in Houston right near Shell's US headquarters.
Meanwhile a twitterbot spread the ads online. And although the campaign was very quickly unmasked as fake—as intended—the ads were up to stay, so that even today an image search on "Shell Let's Go" or even just "Shell ad campaign" is dominated by the hilarious creations of people fed up and disgusted with Shell's definition of business as usual.