| Titre | Reflections |
| Agence | McCann London |
| Campagne | Reflections |
| Annonceur | The Carbon Trust |
| Marque | Reducing Carbon Emissions |
| Mise en ligne | Avril 2005 |
| Secteur d'activité | Questions environnementales |
| Slogan | Working with businesses to reduce carbon emissions |
| 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. |
| Philosophie | The single minded proposition is for the audience to accept responsibility and take action. |
| Problème | To overcome the apathy of businesses in recognising that climate change is a business issue. |
| Résultat | 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. |
| Type de média | Télévision |
| Longueur | |
| Marché | Royaume-Uni |
| Directeur de clientèle | Merope Beddard |
| Réalisateur | Michael Middleton |
| Directeur de création | William Parker |
| Post production | Peter Gird Productions |