| Titulo | Reflections |
| Agência | McCann London |
| Campanha | Reflections |
| Anunciante | The Carbon Trust |
| Marca | Reducing Carbon Emissions |
| Posted | Abril 2005 |
| Sector Empresarial | Questões ambientais e animais |
| Legenda | Working with businesses to reduce carbon emissions |
| História | 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. |
| Filosofia | The single minded proposition is for the audience to accept responsibility and take action. |
| Problema | To overcome the apathy of businesses in recognising that climate change is a business issue. |
| Resultado | 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. |
| Tipo de Mídia | Televisão |
| Comprimento | |
| Mercado | Reino Unido |
| Director de contas | Merope Beddard |
| Realizador | Michael Middleton |
| Director criativo | William Parker |
| Pós-produção | Peter Gird Productions |