| Başlık | Reflections |
| Haftanın | McCann London |
| Kampanya | Reflections |
| Reklamcı | The Carbon Trust |
| Marka | Reducing Carbon Emissions |
| Posted | Nisan 2005 |
| Sektör | Environmental & Animal Issues |
| Slogan | Working with businesses to reduce carbon emissions |
| hikaye | 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. |
| felsefe | The single minded proposition is for the audience to accept responsibility and take action. |
| Sorun | To overcome the apathy of businesses in recognising that climate change is a business issue. |
| Sonuç | 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. |
| Medya Türü | Television |
| Süre | |
| Market | United Kingdom |
| Müşteri Direktörü | Merope Beddard |
| Yönetmen | Michael Middleton |
| Yaratıcı Yönetmen | William Parker |
| Post Prodüksiyon | Peter Gird Productions |