Project Print Management Case Study: Greenpeace Guerrilla Window Graphics Campaign
Delivering Sustainable Print Solutions for a Global Greenpeace Campaign
Project Print Management was presented with yet another complex and high-profile challenge by Greenpeace International—to deliver a sustainable, non-damaging print solution for a global guerrilla marketing campaign targeting some of the world’s largest sportswear brands.
The campaign formed part of Greenpeace’s well-known Detox Our Water initiative, designed to highlight the environmental impact of toxic chemicals used in textile manufacturing. The brief demanded not only visual impact, but also strict adherence to environmental responsibility, legal safety, and practical installation constraints.
This project required precision planning, innovative materials, and expert execution—qualities that sit at the heart of Project Print Management’s approach to complex print production.
The Brief: Sustainable Window Stickers for Guerrilla Activism
Greenpeace required a series of large-format window stickers that could be installed quickly and discreetly—often under cover of darkness—by untrained activists outside sports retail stores across multiple countries.
The core requirements included:
Environmentally friendly materials
No permanent adhesives
No damage to shop windows
Clear material to visually integrate with existing store advertising
Multiple languages for global deployment
Easy transportation and installation
High-impact branding visibility
Any solution that risked damaging property could potentially be classified as vandalism, which was completely unacceptable for Greenpeace’s legal and ethical standards.
Print Sizes and Language Requirements
The project involved producing window graphics in three large formats, each translated into three different languages:
1 metre x 2 metres
1.35 metres x 3 metres
900mm x 2.16 metres
These substantial sizes presented immediate challenges—not only in printing, but also in handling, transport, and installation, particularly in fast-moving guerrilla environments.
Visual Integration: Making the Message Look “Official”
A key creative objective from the Greenpeace design team was that the Detox logo graphics should appear as though they were part of the sports brands’ own advertising strategy.
To achieve this, the prints needed to be produced on a clear material, allowing the existing window displays to remain visible behind the graphic. This subtle approach made the messaging more striking and believable, increasing public engagement while avoiding aggressive visual disruption.
The result needed to feel intentional, professional, and unmistakably bold—without appearing intrusive or temporary.
The Technical Challenge: Sustainability Without Compromise
This campaign presented a unique combination of constraints:
No solvent-heavy adhesives
Fully recyclable materials
Strong visual clarity
Structural stability at large scale
Safe removal without residue
Meeting these criteria required a custom-engineered print solution rather than an off-the-shelf product.
The Solution: UV Printing on Priplak Super Crystal Polypropylene
After extensive testing and consultation, Project Print Management developed the ideal solution using digital UV print technology.
Printing Technology
We selected our UV Inca Spyder flatbed printer, known for:
Exceptional colour accuracy
Sharp edge definition
Low-energy UV curing
Compatibility with non-PVC substrates
UV printing also eliminates the need for solvent-based inks, making it a far more environmentally responsible option.
Material Selection
The chosen substrate was 300 micron (0.3mm) Priplak Super Crystal clear polypropylene, offering multiple advantages:
High optical clarity
Gloss finish for maximum impact
PVC-free and recyclable
Durable yet flexible
Lightweight for air freight
This material allowed the Detox branding to sit cleanly on glass while maintaining full visibility of store interiors and existing displays.
Modular Printing for Transport and Installation
Given that the prints were being air freighted worldwide, shipping large, single-piece panels was neither practical nor cost-effective.
To solve this, we engineered a modular panel system:
Large graphics printed in 6 sections
Medium graphics printed in 4 sections
Smaller graphics printed in 3 sections
This approach delivered multiple benefits:
Easier global logistics
Reduced shipping damage risk
Faster installation by activists
Improved handling during night-time application
Each section aligned precisely, creating a seamless final graphic once installed.
Adhesive Strategy: No Damage, No Residue
One of the most critical elements of the project was ensuring the window graphics could be removed without causing any damage.
Rather than using permanent or solvent-based adhesives, we opted for a clear double-sided tape system.
Why This Worked:
Minimal chemical use
No residue on glass
Easy removal
No scratching or etching
Reduced environmental impact
This adhesive method ensured Greenpeace activists could install and remove the graphics quickly and safely—without risking legal issues or property damage.
Installation by Untrained Activists
The campaign’s success depended on one crucial factor: simplicity.
The installation process needed to be:
Intuitive
Fast
Safe
Achievable without specialist tools
Thanks to the modular design, lightweight materials, and tape-based fixing system, activists were able to install the window graphics efficiently—even in challenging night-time conditions.
Campaign Success and Global Impact
The project worked exactly as intended.
The Detox logos were installed across multiple countries
No criminal damage occurred
All environmental requirements were met
The visual impact was immediate and powerful
Most importantly, the campaign achieved its ultimate goal:
major global sports brands entered negotiations with Greenpeace, responding directly to the pressure created by the campaign.
This outcome demonstrated how intelligent print production, when combined with sustainable thinking and strategic execution, can directly influence corporate behaviour on a global scale.
Why This Project Matters
This Greenpeace campaign exemplifies how print remains a powerful medium—especially when used creatively and responsibly.
It also highlights Project Print Management’s ability to:
Solve complex logistical challenges
Deliver environmentally responsible print solutions
Work with global NGOs on high-stakes campaigns
Innovate beyond conventional print limitations
View the Campaign in Action
To see images and learn more about the Detox window graphics campaign, visit Greenpeace’s official archive:
More Greenpeace Projects by Project Print Management
Project Print Management has delivered numerous successful projects for Greenpeace and other global organisations.
To learn more about our Greenpeace collaborations, click here
If you’re looking for a sustainable, innovative print partner capable of managing complex international campaigns, we’d be delighted to help.
For more information of our other Greenpeace projects please click here, or visit our blog page for our other successful projects.
