A brilliant ad concept that is so bright and smart that it rocked the green movement into appreciating advertising and its power to represent big ideas. The format is not entirely unique but the way that the recycled clips reinforce the “world’s first zero-carbon TV ad” content is super deep. All the details of production were audited and in the end, with tons of imagination, a zero footprint was achieved. Very smart and a lesson to us all, creativity plus brains equals real innovation.