Pressure on businesses to reduce their carbon footprint is ever mounting and coming from all angles: consumers, governments, shareholders and the media. But few businesses prioritise green initiatives in their business strategy. They don't know that what is good for the planet can also be good for business.The creative shows a graffiti artist removing grime to create art. These artworks illustrated how reducing carbon could help businesses create value. The creative style of producing a positive (something of value/art) out of something negative (grime) was a perfect representation of the core message: under the carbon, there's value.