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Using virtual tools and curbing flights can cut emissions in ad production by up to 95%, according to agency AMV BBDO, which uses AdGreen’s carbon calculator.
AdGreen offers free training and tools to help reduce the emissions generated by advertising production.
Anecdotal insights from agencies using the calculator show that ad production can reduce its impact on the climate by opting for more virtual shoots and fewer flights, as long as sustainability is brought into the conversation earlier in the planning stage.
“We’ve been trying to push producers into using the AdGreen calculator preemptively, rather than retrospectively,” said Mark Graeme, executive producer of Red Studios at AMV BBDO.