Since last June, visitors to ArcticReady.com were met with a website that on first glance appeared to be an authentic Shell site, but in reality was a mock site as part of a full-on digital effort that began with a viral video set up to protest the company and draw attention to the environmental costs of the energy industry.
At the heart of the satirical site are a series of fake advertisements seemingly designed to get viewers to do an unbelieving double-take.
“Helping the torch of humanity shine just a little bit brighter. Let’s go,” reads one ad that shows a steaming refuse dump.
The site made a stir when it was first noticed, but the controversy was rekindled on Wednesday as Twitter users fell for satirical tweets from @ShellIsPrepared, an account tied to the hoax project.
