Greenpeace and DDB Paris have won new recognition for the “A New Warrior” site with a Yellow Pencil at the D&AD Awards and a Webby Award or Rich Media, following on from the Silver Cyber Lion, Silver Promo Lion and Bronze PR Lion at Cannes 2011, Bronze at the CLIO Awards, and Silver at the Eurobest Awards. The web site was created to give Greenpeace supporters the chance to purchase a piece of the new Rainbow Warrior, launched in October 2011. Visitors to the site were able explore all areas of the ship using 3D technology. Thousands of items were available for sale, everything from shower heads to scuba gear, knives and forks to zodiac boats. Shoppers were rewarded with a certificate of purchase and were able to have their name added to a dedication wall on the real Rainbow Warrior. The site included the architectural plans for the boat and allowed visitors to follow construction live via a webcam installed at the shipyard in Germany.
The New Warrior project was developed at DDB Paris by creative director Alexandre Hervé, art director Benjamin Marchel, copywriter Olivier Lefebvre, producer Julien Leguyader, account supervisors Paul Ducre and Xavier Mendiola, technical director Ulysse Loreaux. The site was produced at Les 84 and Make Me Pulse. Sound was produced at Panarama. 3D modeling was done at Virtek.