When we realised that there were two green radio briefs from two separate clients in the agency, we proposed a truly green idea: ad-pooling. Just as commuters share a vehicle when they carpool, we made a single ad featuring both clients’ messages.

By cutting down trips to the recording studio, we saved fuel.

By cutting down on audio sessions, we saved electricity.

And by cutting down on paperwork, we saved... well, paper.In effect, both WWF and Car Magazine were getting their environmental messages on air, but with half the carbon footprint.