To spotlight the erosion of protest rights, non-profit Gold winner in our Digital Creative Competition, Greenpeace partnered with elvis to harness our national Loop network. Transforming the sites into virtual protest spaces, bringing activism to the busy streets. 

the cHALLENGE

Since 2019, arrests in London for ‘conspiracy to cause public nuisance’ have increased nearly tenfold with over 600 arrests but only 18 charges. These figures from Greenpeace reveal how anti-protest laws are being used to intimidate peaceful demonstrators and erode democratic freedoms. Greenpeace, therefore, needed a way to expose this crackdown and drive impact without putting activists at risk.

the SOLUTION

Greenpeace partnered with creative agency elvis to create ‘They can’t arrest this billboard’, a digital protest on our Loop network in London, Manchester and Birmingham.

Activists appeared on our screens holding signs saying: “I’m protesting in here to avoid arrest out there”, brought to life with Ocean Labs Mixed Reality. The campaign transformed our Loop network into safe protest spaces, linking audiences via QR codes to more infomation and petitions. This was then supported by Greenpeace’s own social amplification, including vox pops with the public. 

OUTCOMES

• Strong international trades coverage, including AD of the Day in The Drum, the creative lead story in LBB UK’s newsletter, and in the creative roundup in Ad Age
• 40 tracked media mentions to date (Meltwater, 2025) 
• Estimated media reach of over 17m (Meltwater, 2025) 
• Media value of over £159k (Meltwater, 2025) 
• 164k reach on social media (Pulsar, 2025) 
• 17k engagements on social media (Pulsar, 2025)
• Over 300k impressions on social media (Pulsar, 2025)