Greenpeace has created a short animated film featuring a James Bond-style villain known as Coalfinger to raise awareness of its campaign against coal-fired power plants.
The launch of the video, which can be viewed at www.coalfinger.com, coincided with the release of the latest Bond film, Quantum of Solace.
It tells the story of a superhero fighting to save the world from the effects of coal pollution. Visitors to the campaign website can watch and forward the video, read about similar campaigns worldwide and sign up as volunteers.
A specialist comedy production company worked on the script, and another company created the animation. Veteran actor Brian Blessed provided the voice of Coalfinger and comedian David Mitchell the voice of superhero Graverson Green.
"A humorous video that still tackles the key issues was a good way to break outside of our immediate audience online," says Tracy Frauzel, head of Greenpeace Online.
"As committed, well-informed campaigners, we don't always have a sense of humour about what we do," Frauzel adds. "The producers brought a fresh perspective. It's important to give creative consultants a clear brief, then step back and give them the freedom to be creative if you want a unique approach."
More than 25,000 people have watched the video online, and the campaign has been covered by the specialist technology and marketing press.