This government initiative is about getting people to reduce their carbon footprint. By undertaking a few simple measures every individual can reduce the amount of CO2 they produce. This campaign was created to influence and change peoples behaviour. In order to make the message memorable, wasteful and environmentally harmful habits were highlighted with dramatic effect. The weight of the CO2 waste was directly applied to the things that produced it around the home. A quirky soundtrack added to the surreal quality but the ad was then firmly grounded with a warm, explanatory voiceover and a helpful call to action.