BP
The shadow of the Deepwater Horizon disaster still looms large over the world’s fifth-biggest oil company. Rather than design a campaign to rebuild public trust or highlight recent improvements, I gave myself a challenge: what would BP say when faced with the absolute worst-case scenario?
Humility and initiative are crucial; the arrogance and stalling of former CEO Anthony Bryan Hayward massively tarnished BP’s reputation and valuation in 2010.
Animation by Sula Medovoy.
The URL provided in the apology ad — a bid for transparency and cooperation. Anyone who registers for updates on the Cleanup Effort Portal will also receive the personal appeal letter from the CEO to all BP shareholders (below).
