Creative Gallery on Sustainability Communications


"Reflections" For The Carbon Trust
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Description / Synopsis

The theme of business taking responsibility for its actions is at the heart of this television commercial. The TV campaign uses the example of Robert Oppenheimer, father of the A bomb, who famously acknowledged his responsibility for a potentially world destroying activity.


To overcome the apathy of businesses in recognising that climate change is a business issue.


The single minded proposition is for the audience to accept responsibility and take action.


The campaign achieved an overall recall of 67% amongst target audiences with the primary message perceived as 'climate change is a business issue'. 38% of all audiences are significantly or slightly more likely to take action.

AgencyMcCann-Erickson London
AdvertiserThe Carbon Trust
Brand NameReducing Carbon Emissions
Sustainability Themes Climate Change & Atmosphere, Production Patterns
Date of First Publication N/A
Country of ProductionUnited Kingdom of Great Britain and Northern Ireland
TaglineWorking with businesses to reduce carbon emissions
Length30 seconds
Account Director: Merope Beddard
Creative Director: William Parker
Director: Michael Middleton