Merope Beddard
Account Director at McCann London
London, United Kingdom
TitleReflections
Agency
Campaign Reflections
Advertiser The Carbon Trust
Brand Reducing Carbon Emissions
PostedApril 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
Director
Creative Director
Post Production

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