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While walking through Westminster underground in early Autumn 2020, Jake Dubbins, the managing director of Media Bounty—the London-based independent ethical creative and media agency—noticed a number of adverts he hadn’t seen anywhere else for brands such as BP, defense electronics company BAE Systems and some others. From this, a campaign idea was born that would target the delegates of the environmental summit. He saw it as being one of the last opportunities to reverse the climate crisis and prevent brands from running “greenwashing” claims.