Title | Reflections |
Agency | McCann London |
Campaign | Reflections |
Advertiser | The Carbon Trust |
Brand | Reducing Carbon Emissions |
Posted | April 2005 |
Business Sector | Environmental & Animal Issues |
Tagline | Working with businesses to reduce carbon emissions |
Story | 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. |
Philosophy | The single minded proposition is for the audience to accept responsibility and take action. |
Problem | To overcome the apathy of businesses in recognising that climate change is a business issue. |
Result | 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. |
Media Type | Television |
Length | |
Market | United Kingdom |
Account Director | Merope Beddard |
Director | Michael Middleton |
Creative Director | William Parker |
Post Production | Peter Gird Productions |