We Won’t Rest In Peace

This is a bold reinvention of legacy giving - Greenpeace and elvis are turning the traditionally sombre legacy fundraising category on its head with ‘We Won’t Rest In Peace’, a campaign that replaces duty with defiance. 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.

Humour meets mortality, a radical creative shift - in a space often dominated by quiet reflection and soft-focus sentimentality, this campaign dares to use humour and attitude to talk about death. By reframing the conversation, Greenpeace reclaims a taboo subject in a way that feels alive, provocative, and true to its activist DNA.

Legacy giving as activism that outlives us - one in six Greenpeace campaigns are funded through gifts in wills, but this is the first time the organisation has made such a creative, emotionally charged appeal to grow that base. It positions legacy giving not a final act, but as a continuation of protest and purpose, ensuring supporters’ activism lives on.

A major milestone in Greenpeace’s long-term strategy - as the organisation’s largest legacy fundraising initiative to date, the campaign supports Greenpeace’s 10-year growth strategy to increase legacy income and reinforce trust in its impact. The phased rollout through 2026 shows the charity’s investment in a sustained creative platform rather than a one-off message.

elvis and Greenpeace – a proven partnership pushing creative boundaries. Following their award-winning ‘They Can’t Arrest This Billboard’ campaign, this marks another boundary-pushing collaboration between Greenpeace and elvis. It reinforces the agency’s reputation for creatively fearless, values-driven work, and Greenpeace’s commitment to using bold storytelling to inspire action, even beyond a lifetime.