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Carbon Trust ‘Explaining Issues’ press creative

Agency: VCCP

Client: Carbon Trust

The Carbon Trust is launching its second wave of brand advertising with its retained agency VCCP.

VCCP was tasked with creating a new campaign which highlighted the Carbon Trust’s mission of working with business to reduce carbon emissions, and the scale and diversity of its projects in the carbon reduction arena.

The Carbon Trust is a private company set up by government in response to the threat of climate change, to accelerate the move to a low carbon economy by developing commercial low carbon technologies and to help organisations reduce their carbon emissions.

The press campaign, aimed at business decision makers and stakeholders, consists of four ads.

The first states the Carbon Trust’s mission of ‘working with business to accelerate the move to a low carbon economy’.

It captures the sense of green chaos in the market at present via the use of newspaper headlines, and positions the Carbon Trust as the voice of authority amidst this confusion.

The other three ads demonstrate the scale and diversity of low carbon breakthroughs made possible by working with the Carbon Trust.

Each ad is an inspiring case study delivered via a simple image and copy.
The campaign employs a new visual narrative, which will now run across all Carbon Trust communications.

A blue swoosh device is used in conjunction with black and white photography against a white backdrop.

This visual narrative, which represents the Carbon Trust’s role as catalyst in reducing carbon emissions, gives the brand a striking and consistent identity.
Vanessa Gibbin of the Carbon Trust says: “At a time when more brands both in and outside of the carbon management space are talking about environmental issues it is vital for the Carbon Trust to have a clear positioning and a distinctive visual identity, which unites our communications and makes us stand out from the crowd.”
The campaign is supported by online work from Tequila. Media planning is handled by Manning Gottlieb/OMD.

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