Reveal date: Apr 15 2011 Status: Complete Partners: Greenpeace Canada Tagged: Canada, climate change, Tar Sands

A fuzzy cell phone video of an Elijah Woods sighting in Alberta, Canada. A fake Alberta Film website touting the advantages of filming at the Tars Sands. A fake production company website, a gossip video blog, an angry press release by the Tolkien family, a fake video blog by Peter Jackson himself, director of the Lord of the Rings Trilogy, and now The Hobbit, and of course a Facebook campaign against Jackson, calling on him to stop filming in the Tar Sands: because it was too flattering to Mordor.

The only thing missing was a sighting of evil Lord Sauron.

This complex social media campaign, which had the blogosphere abuzz speculating as to when, how and why Jackson was shooting the Mordor scenes from The Hobbit in the Alberta Tar Sands, created an opportunity to further highlight the devastation caused by the Tar Sands. The Tar Sands, which NASA scientist and climate expert James Hansen has called Canada's "carbon bomb," is the country's single largest source of climate change enhancing greenhouse gas emissions. And at a time of worsening climate crisis, Canada is expanding operations at the massive industrial site.

The campaign was developed by a troupe of Toronto activists calling themselves Black Flood, along with the Yes Lab. The stated goal of the Canadian activists—"to stir up some hot and bubbly controversy on the Alberta tar sands"—worked like a charm.

Selected press:

Active dates:
Feb 2011 to Apr 2011