When a production calculates a film, the Carbon Film Quote automatically converts the Euro numbers into CO2 emissions based on ISO 14067 – Carbon Footprint of Products, and the GHG Protocol Product Accounting & Reporting Standard. This way, a producer can identify and apply CO2 efficient alternative BEFORE production.

CARBON FILM QUOTE wouldn’t be possible without the following people and companies:

Programming and distribution of CARBON FILM QUOTE as an advertising film carbon calculator:

CMC.EU

Dadi van Eendenburg, Managing Director:

“BBDO Proximity’s groundbreaking idea of putting the CO2 footprint into the estimate stage, before the decision to produce has been made, can help reduce both the footprint and the production costs. I am proud to be part of this project and will help to make it the industry standard I hope it will be.“

In co-operation with other pilot partners:

Horizont, Deutscher Fachverlag	Bärbel Unckrich, Editor
Neue Sentimental Film	Tom Gläser, Managing Director:	"After the events in Japan, as well as last Sunday’s historic election, everyone can now read the signs… I am more convinced thn ever by the pure power of facts—everyone, and that means everyone, must contribute to giving our planet a sustainable future. And that includes us freaks in adland! Great job, guys!""
Twin Film	Jörg Fudickar, Managing Director:	"We all know that buying energy-saving lamps or turning off the TV standby isn’t nearly enough to avert the looming climate catastrophe. That’s why it’s so important to find ways of transferring our private ecological conscience into our daily professional lives. The great thing about this tool is that it will now allow TV commercial production companies to evaluate the economic criteria under which they operate in an ecological context.”
Markenfilm	Johannes Bittel, Managing Director Rene von Kann, Executive Producer
Cobblestone	Pieter Lony, Managing Director
Vogelsänger Film Produzenten Allianz Sektion Werbung	Manfred Vogelsänger, Managing Director
Das Werk	Michael Brink, Managing Director:	"Climate change is one of the greatest challenges facing our ecosystem. This initiative represents added value for our company by combining environmental awareness with business success.”
Schönheitsfarm	Manfred Brunwey, Managing Director
Chamaeleon DV	Oliver Rudolph, Managing Director	"To reduce German greenhouse gases 40% by 2020 and 95% by 2050 versus the 1990 level, everyone will have to make an effort. We at Chamaeleon look forward to the exciting challenge of helping BBDO Proximity‘s CARBON FILM QUOTE develop a sustainable strategy for the production of advertising commercials.”
Studio Funk	Tobias Grumbach, Managing Director
Quickcut Adstream	Frank Lakebrink, Managing Director:	"The CARBON FILM QUOTE and the first meeting at BBDO Proximity gave us extra inspiration at Adstream. Although we have been a "climate neutral" company since December 2010, we switched energy suppliers and our bank after the kick-off CARBON FILM QUOTE meeting. We will be using green energy from May 2011, and a bank with an ecological focus, very likely, from mid 2011. Thank you for that, Steffen and Jacob.“

CARBON FILM QUOTE’s objectives are clear:

• Reduce CO2emissions in TV commercial production
• Achieve transparency about effects on climate
• Introduce a decision-helper (carbon calculator) for sustainable alternatives
• Accept responsibility
• Assume leadership role in improving the communication industry’s carbon footprint
• Assure the industry’s future by opening up more sustainable production options

These are ambitious but important aims for the future of our planet.

The terms CO2, CO2e or CO2-equivalents are used interchangeably in this document. Hence, specifications or calculations do not refer exclusively to CO2 but also include the other greenhouse gases (Kyoto gases), viz.: methane, nitrous oxide, PFC, HFC, and sulphur hexafluoride, and their corresponding greenhouse gas effects.

Phase 1) RESEARCH AND DEVELOPEMENT (R&D)

The first step during this phase is desktop research to establish the status quo and identify which initiatives for environmentally-friendly TV commercial production already exist globally.

The second step will analyze the production processes and cost calculations involved in a TV commercial production. Building on this knowledge and the experience of CO2 balancing initiatives (such as the PCF Project Germany), the CARBON FILM QUOTE tool will be developed. It will enable a quick but reliable evaluation of the climate effect of any TV commercial production.

This pragmatic approach will integrate a CO2 calculation into the cost calculation (CMC) which is a standard part of any TV commercial production. This will give production companies the opportunity to show climate-relevant processes (Hot Spots) within the cost estimation process.

By adapting a few parameters (production practices), alternatives can be compared, so that, in the medium term, climate-friendly options, as well as financially competitive alternatives, can be identified.
The data and emissions factors on which the CO2 calculation model is based will be identified either directly by our pilot partners, or from generic, openly accessible data bases with scientifically-proven methods (GEMIS, etc).

The terms CO2, CO2e or CO2-equivalents are used interchangeably in this document. Hence, specifications or calculations do not refer exclusively to CO2 but also include the other greenhouse gases (Kyoto gases), viz.: methane, nitrous oxide, PFC, HFC, and sulphur hexafluoride, and their corresponding greenhouse gas effects.

Phase 2) The Pilot Project

CARBON FILM QUOTE is a test project and therefore only the first step towards sustainable TV commercial production.
The first road tests will be conducted during the R&D phase, and the findings will be fed into the working calculation tool.

During the pilot phase, the CARBON FILM QUOTE will be used on all BBDO Proximity projects, and the learnings will be built into the final calculation tool.

This flow-chart shows the specific steps: 1) Project process

"What you measure you will manage"

Measures to reduce the CO2 footprint associated with commercial productions must be based on sound data. Decisions made without analysis, on the basis of mere assumptions, will likely lead to only marginal reductions. A good example of this fallacy is the Foodmiles Initiative, which equated longer transport routes, a priori, with greater climate damage. But case studies conducted by the PCF Project Germany (PCF Project, 2009) showed that, in many cases, emissions caused during transport, even over long distances, represent only a small proportion of total emissions.

For these products, reduction measures take priority in the production- or in-use phase. The IFEU demonstrated a differentiated conclusion in a comparison of locally-produced versus imported foods (IFEU 2009). This concluded that, in winter, an imported salad from Spain is more climate-friendly than a local, greenhouse-grown product. In other cases, conversely, transport emissions can play a significant role in the climate balance payoff. The choice of transport to the supermarket (car versus public transport/ÖPNV ) can be more decisive than the choice between local or the imported product, according to the IFEU (2009). In the absence of exact quantification, trivial-seeming assumptions can lead to inefficient measures. An exact description and definition of the assessment criteria follows in CARBON FILM QUOTE.

How much is „much“? Climate protection facts in context.
Dealing with emissions values is new and estimates of scale are difficult.
The following values aim to give an initial orientation:

• German citizens emit an average per capita value of 11.8t CO2e per year.
• Indian citizens emit 1.7t CO2e. (WRI, 2010)
• To reduce the dangers of climate change, global warming must be reduced to 2°C. This can only be achieved if per capita emissions do not exceed 2.0 CO2 e. (IPCC, 2007)
• An economy class return flight from Berlin to Cape Town with an average load leads to emissions of 7.0 CO2 e per passenger. (Calculation by atmosfair.de, 2011)
• The Product Carbon Footprint of a cup of coffee is 60g CO2e. (PCF Project Deutschland, 2009a)
• ÖPNV: Öffentlicher Personen Nahverkehr (Public local transport)

Preparation: Overview of environmentally friendly initiatives in advertising production.

Over the past years initiatives have been launched to encourage climate- and environmentally-friendly film production, especially in the USA and the UK. Similar European guides and CO2 calculation programmes for film production also exist. The most important initiatives are described below, others are listed in INITIATIVES

AICP Green Production Guidelines

The Association of Independent Commercial Producers (AICP) is an association of US advertising production companies. In 2009 the AICP published the Green Production Guidelines, a compact guide for commercial productions. Together with Wiredrive, the AICP also hosted a panel discussion, “Spot Goes Green”, complementary to the guide.
Green Production Guidelines, 2009, USA

ECOPROD

ECOPROD is a joint project involving the French Environment and Energy Management Agency ADEME and representatives of the French film and television sector. Its objective is significantly to reduce the environmental damage caused by film production. In addition to guidelines and examples of best practice, the project offers a greenhouse gas emissions assessment tool which is largely based on Bilan Carbone data. Bilan Carbone values are documented and serve as the basis for measurement of products in the French government pilot project to define the CO2 footprint of consumer goods. A direct transfer of the tool for use in Germany or internationally is not possible, because the emissions factors, assumptions and estimates are specifically French. But the methods and approach give valuable pointers for the development of an international assessment tool. Case studies which would allow an evaluation of the practicality of the ECOPROD CO2 assessment tool are not documented.
ECOPROD

CarbonTrack and Albert

CarbonTrack is a CO2 calculating tool used in the British media sector. It was developed by the Carbon Trust, Starcom MediaVest Group and Envido in 2010 to measure the effects of advertising campaigns. Data from over 100 media owners and agencies was taken into account. The method is based on the guidelines of the British Standards PAS 2050 protocol. According to initial Carbon Track estimates, British advertising campaigns are responsible for annual emissions of 2 million tonnes of CO2 (Guardian 2010).

The BBC has set numerous environmental objectives until 2013, which include a 20% reduction in electricity consumption. The Albert calculator was developed as part of these efforts and its use is now mandatory for all BBC productions (BBC 2010).
Carbon Track

Center for Social Media – Code of Best Practice for Sustainable Filming

The Center for Social Media is part of the School of Communication at the American University in Washington DC. It was founded in 2001 as a platform for sustainable film production. A guide to Best Practice was published, which include on-set checklists alongside general principles of sustainable production. As an companion to the document, a Filmmakers’ Carbon Tracker was developed.
Code of Best Practices for Sustainable Filmmaking, 2009, USA

EMA – Environmetal Media Association

The American Environmental Media Association’s Green Production/ Green Seal Program suggests standards for environmentally-friendly TV and film production. The Green Seal Guidelines give suggestions and solutions for increased environment protection for productions, thematically-organized (energy generation, waste management, etc.). In addition to these guidelines, EMA offers on-site consultations and further production-specific environmental data and information.
The Green Seal Guidelines – A best practices guide, 2009, USA

Design and implementation

The Commercial Movie Calculator

The Commercial Movie Calculator (CMC), with which the CO2 calculation programme will be connected, gives a quick estimate of TV commercial costs. The cost estimate is split across production stages as well as topic headings (eg. pre-production, transport) and other fields. With over 1000 specific costing items it allows a detailed itemization and calculation of the estimated costs. The CARBON FILM QUOTE extends the calculation programme by adding an ecological factor to the financial factors, and so makes it possible to estimate the climate impact (expressed in CO2 equivalents) of a production. Costs and anticipated CO2 emissions are thus directly linked. http://www.cmc-home.eu

The Advertising Film Production System

To assess a product in terms of its emissions requires an exact description of its system. This covers the definition of the product’s purpose, its functional unit and system boundaries. A comparison of product variables is only possible using an exact definition of these framework conditions. No Product Category Rule (PCR) exists for advertising film production, nor are there guidelines to support the methodical creation of a CO2 balance. The basic methodological process is described in the draft standards ISO 14067 and the GHG Protocol for Product Accounting.

It should be noted that the CARBON FILM QUOTE calculation tool is a systematic aid to decision-making, not a tool to inventorize advertising film production greenhouse emissions. Each decision concerning the method has been adjusted based on the continuous dialogue with advertising industry stakeholders and system analysis during the pilot phase.

The functional unit on which the emissions (and costs) are to be calculated is the production of an advertising film. Its purpose is the advertising of a product. Comparisons can only be made between productions which are subject to the same overall conditions. These conditions are set out in the production specifications (or call for tender) issued by the agency. The production company’s creative license in producing the commercial depends on the exactness of the specifications and conditions prescribed in the call to tender.

The system boundaries contain the processes whose emissions affect the result of the product’s product accounting. Within these boundaries are the pre-production, production and post-production of a commercial, as well as associated processes including mobility and transport, electricity and heat.

Pre-Production covers the preparation stage: the logistics of the shoot are planned, locations, actors and crew are chosen. Pre-production covers all preparatory steps up to the departure of the crew for the location. Pre-production is organized in part in the production company offices, but a large part is done externally and on the move.

Production covers preparations on location and the actual shoot in the studio or on location. This includes transport, board and lodging for all actors and crew; set building, make-up and costumes. Shoot logistics cover all equipment and materials needed for the pictures and sound and filming and recording them.

Post-Production covers work done on the audiovisual material after the shoot to finish the film, including, where necessary, additional sound recordings and special effects. These services are usually done by external providers. Post-production ends when the finished films are sent to the TV stations.

Two process chains are involved in producing a commercial; they work in parallel, but are part of the same system.
The “production” subsystem (figure 2) lies in the direct sphere of the production company, even when some of their services are drawn from third parties. The “agency and client” subsystem (figure 2) lies outside the production company‘s calculation, but forms part of the overall financial calculation of a commercial film. CO2 emissions caused by the agency and the client are therefore included in the total CO2 outcome of the CARBON FILM QUOTE.

On the one hand, agency and client CO2 emissions are conditional on the production company’s shooting recommendations, for example in the choice of location and the resulting transport requirements. On the other hand, the agency and client can also influence these aspects themselves, for example in deciding how many people they send to the shoot.

Not included here are prior phases (such as the development of the advertising campaign by the agency and the associated travel costs, eg. meetings between agency and client) and subsequent processes (such as the transmission of the advertising and emissions arising out of disposal processes). In so far as the results of the carbon footprint are used for internal purposes, cutting off individual stages falls within the guidelines of the draft ISO 14067 (ISO 2011). Figure 2 shows which processes the system boundaries include, and which are excluded.

Also excluded are the maintenance and operating of buildings. These emissions can only be attributed to individual productions with great difficulty. GHG Protocol Standard (2010) does not require the quantification of such non-attributable emissions.
It is not ruled out that such emissions may be included at a later date.

ISO 14067 – Carbon Footprint of Products, and the GHG Protocol Product Accounting & Reporting Standard, are the two relevant international standards for assessing a product-related CO2 balance (Product Carbon Footprint).

The term product covers, in line with the definition of ISO 14067, goods and services.

Figure 2 Commercial film production flow chart. Only the processes within the system boundaries (dotted line) are balanced.

Preselection of Indicators (Prioritization)

The CO2 balance of individual processes can only be calculated using indicators and associated emission- or conversion-factors. The selection of indicators is made using relevance criteria relating both to the whole system (Figure 2) and to the individual processes (pre-production, etc).

Assigning relevance to each indicator was one of the biggest challenges the project faced. In the research phase, neither academic studies nor systematically executed and documented case studies could be identified to give concrete evidence concerning relevant emission sources. In light of this, a definitive set of indicators, with initial reality-checked indicators, can only be determined after a road test (pilot phase). In determining an initial set of indicators, the GHG Protocol (2010) recommends the screening of significant processes:

• processes which are anticipated to be significant sources of emissions, based on first assumptions and secondary data.
• processes which consume significant amounts of energy and resources.
• processes which produce a lot of energy, material or waste.

In prioritizing processes for evaluation, criteria which are not related to emissions can also be used. Such criteria affect processes with a high financial input, or which are directly and significantly influenced by the production company or strategic service providers.

First, typical shoot scenarios are reconstructed, in co-operation with commercial film production stakeholders. The associated transport and energy processes are itemized, and the specified criteria are applied.

Table 1 shows that the prioritized processes and main anticipated emission sources in a commercial film production are in the areas of mobility, energy, heat and accommodation.
These assumptions largely correlate with those identified for the analyzed CO2 calculators for visual media by the ECOPROD (Carbon’Clap Version 1.0) and Center for Social Media (Filmmakers’ Carbon Tracker) initiatives.

Table 1: Statements concerning relevance were taken from representatives of the production sector. The registration of relevance relates to the occurrence of the processes, not to their environmental impact. (+): yes, (-): no, (?) no statement possible at this time.

	Pre-Production	Production	Post-Production
	Relevance
Transport
Persons
Flights	+	+	+
Vehicles	+	+	+
Taxi	+	+	+
Train	+	+	+
Material
Trucks, unit vehicles, cars	-	+	-
Train	-	+	-
Airplane	-	+	-
Ship	-	?	-
Energy
Electricity
Generator	+	+	s. Sonstiges
Local Network	-	+	s. Sonstiges
Heat
Natural Gas	-	+	-
Oil-fired heating	-	+	-
District heating mix (D)	-	+	-
Biomass	-	+	-
Other
Hotel	+	+	+
Catering	-	+	-
Aerial filming (Helicopter)	-	+	-
Set	-	+	-
Costumes	-	+	-
Camera equipment	-	+	-
Editing	-	-	+
Special effectsFX	-	-	+
Audio	-	-	+

Determining emission factors

The GHG Protocol (2010) stipulates different basic methods of determining greenhouse gas effects: direct measurement through continuous monitoring of the sources, or the establishment of activity data, and the subsequent link to emission factors.

CARBON FILM QUOTE uses only the second method. The main activity data, like energy consumption, transport distances and operating hours, are used.

Calculation

The calculation is made using the formula:

GHG Effect(kgCO2e) = Activity data (Einheit)* Emission factor (kgCO2*unit-1)

Example:

GHG Effect(kgCO2e) = 500 lDiesel * 3,096 kgCO2/ lDiesel = 1.584 kgCO2e

Alongside physical quantities, financial values can also be ascertained, then converted into a physical quantity using a conversion factor (eg. 1.5 Euro/l gasoline), and finally assigned with an emission factor.

Research was done to establish if emission factors were already available for the processes considered relevant. Public databases and emission models, as well as guides and background documents for CO2 calculations, were consulted. Complex processes, in which multiple, hard to assess factors played a role, were quantified using existing public calculation programmes (such as the Atmosfair flight emissions calculator). The guiding principle for CARBON FILM QUOTE’s choice is that the method of calculation should be transparent.

GHG Protocol quality indicators were used as aids to decision in the choice of emissions factors, indicators which examine data in the context of their technological, seasonal and geographical representativeness. Furthermore, completeness was an important selection criteria. The data underpinning the emission factors should illustrate the whole life cycle, including emissions from the product upstream.

On the basis of the available data, and from reasons of practicality, different technology stages were characterized using emission factor averages, and emission factors from different years (between 2005 and 2011) were used. Geographic generalizations were reduced, especially by using multiple country-specific emissions factors. A complete overview of the selected emission factors and the relevant documentation will be found in the Emission Fcctor Overview
Table 2 shows an overview of the most important sources.

Table 2: Description of selected sources used for the definition of emission factors and CO2 calculations.

Source/Type	Short description
Databases/ Guides
GEMIS 4.6	The Global Emissions Model Integrated Systems (GEMIS) is a data server for the creation of eco-balances and carbon footprints. Sources, quality of data and relevant scenarios are specified. GEMIS is part of ProBas, the basic database for production processes of the German federal environment office (UBA). GEMIS is operated by the Institute for Applied Ecology, a research and consultancy body for sustainable development specializing in life-cycle analysis. Further information: http://www.oeko.de
IFEU	The Institute for Energy and Environment Research (IFEU) has many years of experience in methodology-development and the realization of eco-balances and CO2 balancing. Their clients are public and private institutions, and additionally the IFEU supports the ISO’s standardization processes in the eco-balance sector. Further information: http://www.ifeu.de
ECOPROD	ECOPROD is a joint project of the French environment and energy agency ADEME and representatives of the French film and TV sector. Its objective is significantly to reduce the environmental damage caused by film production. In addition to guidelines and examples of best practice, the project offers a greenhouse gas emissions assessment tool which is largely based on Bilan Carbone data. Bilan Carbone values are documented and serve as the basis for measurement of products in the French government pilot project to define the CO2 footprint of consumer goods. Further information: http://www.ecoprod.com
CO2-Calculator
Atmosfair	Atmosfair is a German offset agency for flights and other emission processes such as large-scale events. The calculation method for emissions caused by flights was monitored, accepted and documented by the Federal Environment Office. Further information: https://www.atmosfair.de/home/
EcoTransIT	EcoTransIT is an online tool for eco-balance for the transport of goods. All conventional forms of transport are covered, which may be combined in different ways. The CO2 calculations take into account journey length, volume of goods, transport mode, etc., as well as country-specifics including road and rail conditions or power generation methods. The platform was developed by RMCon and the IFEU on behalf of several mainly railway-using logistics companies (including DB, SNCF, renfe). The method is transparent and available on the internet. The data sources include the Handbook of Railway Emissions Factors (HBEFA), the ecoinvent database and the UBA, and others. Further information: http://www.ecotransit.org/index.de.phtml
DB Rechner	The DB calculator allows a comparison between personal transport by rail, air and road. Along with greenhouse gas emissions estimates, the cost and travel time are estimated. The calculation of a person-specific CO2 footprint for a given journey also takes into account factors like the average load of the mode of transport. The methodology was developed by the IFEU. Further information: http://www.bahn.de/p/view/buchung/auskunft/verkehrsmittelvergleich.shtml

Specific Selection of Indicators

Discussions with commercial film production representatives have shown that in some cases the direct transfer of a cost estimate into a CO2 calculation will be problematic.

The calculation model’s first version will therefore include mandatory and voluntary indicators for difficult-to-quantify processes. The overall calculation will only include the mandatory indicators. Voluntary indicators, like the use of green electricity or certain environmentally-friendly company practices (job tickets, on-set waste management, etc) will be assessed qualitatively or specified separately. Experience gained during the pilot phase will be used to revise the list of indicators.

Insufficient data and difficult-to-estimate apply to set building, costumes and catering and by almost all aspects of post-production. These processes will therefore not be included in the emissions calculation.

About compensation / offsetting

Compensation for greenhouse gas emissions („offsetting“) must be enumerated separately, because to include offsetting would falsify a product‘s climate effect. The support of gold standard climate protection projects will be listed in the voluntary indicators.

Mandatory indicators

Mandatory indicators are exclusively quantitative. On the basis of current knowledge, their specification is required for an objective assessment of the greenhouse gas emissions caused by a commercial film production.

Table 3: Mandatory indicators to quantify the greenhouse gas emissions caused by a commercial film production. Detailed data will be found in Appendix 1; EF= emissions factor

Field	Requested values and calculation method
Transport
Persons
Flight	Flights and distances. Calculation: Atmosfair.
Car	Total gasoline/diesel consumption (in litres). Calculation: EF.
Taxi	Total cost taxi journeys. Calculation: taxi tariff..
Train	Tickets and routes. Calculation: DB calculator.
Materials
Truck, van, car (van= light truck)	Option 1: Total gasoline/diesel consumption . Calculation: EF. Option 2: Transport volume, routes and modes of transport. Calculation: EcoTransIT
Train, Aeroplane, ship	Transport volume and routes. Calculation: EcoTransIT
Energy
Electricity
Generator	Total gasoline/diesel consumption (in litres). Calculation: EF.
Local network	Total electricity consumption (in kWh) and country. Calculation: country-specific EF (national electricity mix).
Heat
Natural gas, oill	Total heating consumption (in kWh) and heating type. Calculation: energy-supplier-specific EF.
District heating	Total heating consumption (in kWh). Calculation: energy-supplier-specific EF (Fernwärmemix Deutschland).
Biomass	Total heating consumption (in kWh) and heating type. Calculation: energy-supplier-specific EF.
Other
Hotel	Number of nights stayed (in days). Calculation: hotel tariff..
Aerial filming (Helicopter)	Number of flying hours.

Voluntary indicators

The voluntary indicators were developed from research into guides to climate friendly (commercial) film production (including ECOPROD 2009, EMA 2009), Examples of Best Practice (including PGA Green 2010), and experience gained from the PCF Project Germany (PCF Project 2009).

Voluntary indicators can be given quantitatively or qualitatively. They serve to highlight companies’ commitment to sustainability, and they add further examples of best practice. The quantitative items are not included in the CO2 balance.

Table 4: Voluntary indicators to demonstrate production companies‘ commitment to sustainability:

Field	Requested values and calculation method
General
Certified environmental management (ISO/EMAS)	Yes/No
Sustainability report	Yes/No
Green Procurement Criteria	Yes/No
Compensation/ offsetting to Gold Standard	Yes/No
Transport
Persons
Documented Travel Policy: Avoidance of short-haul flights, job ticket, shuttle to set, etc	List measures and avoidance strategies.
Use of certified biofuels	Yes/No optional Total biofuel consumption (l). Calculation: fuel-specific EF.
Materials
Environmentally-friendly goods transport: Logistics companies which use certified biofuels, EUROV engines, avoidance of deadhead runs, etc.	List measures and transport avoidance strategies.
Energy
Elecricity
Avoidance generator electricity (shoot)	Yes/No
Green energy	List total electricity consumption (in kWh). Calculation: EF (eg. German green energy mix). Itemized in separate CO2 Balance.
Heat
Energy efficient property	List efficiency measures.
Other
Travel Policy 2 (Hotels): Only certified eco-hotels,...	Number of nights.
Waste management	Waste-avoidance and recycling measures listed (office, shoot, etc.).
Ethical Catering Bio (certified),vegetarian, seasonal, Fair Trade, Regional	Specify catering policy.

Figure 3: Example excerpt Carbon Film Quote ©cmc.eu
(CLICK HERE TO SEE AN EXAMPLE OF THE FULL QUOTE)

CARBON FILM QUOTE EXAMPLE

with the kind permission of Dadi van Eendenburg, Managing Director, CMC - Commercial Movie Calculator, cmc.eu

DOWNLOAD THIS CARBON FILM QUOTE EXAMPLE AS PDF (ENGLISH)

PAGE 1: (FINANCIAL SUMMARY)

PAGE 2: (PRODUCTION BRIEFING SPECIFICATIONS)

PAGE 3: (FINANCIAL BREAKDOWN)

PAGE 4: (FINANCIAL BREAKDOWN)

PAGE 5: (FINANCIAL BREAKDOWN)

PAGE 6: (FINANCIAL BREAKDOWN)

PAGE 7: (CO2 EMISSION SUMMARY)

PAGE 8: (CO2 EMISSION BREAKDOWN)

PAGE 9: (CO2 EMISSION BREAKDOWN)

Emission factors

The appendix includes all emission factors contained in the CO2 calculation tool. Also included are alternative emission factors which can be used as options during the data collection in the road testing.

Phase / Field	Requested value(s)	Emission factor	Source(s)
Pre Production
Transport
People
Flights	Take-off and destination airport	See Sources(s)	Networking (via XML Webservice) Atmosfair Emissions calculator. www.atmosfair.de
Car Diesel	Fuel consumption [l]	3,096 kgCO2/l	CO2e consumption 1l Diesel (incl. upstream), Time frame 2010 in GEMIS 4.6 (2010)
alternative:	Mileage [km]	Additional factor: 6,2l/100km	Average fuel consumption, middle range diesel, motorway, time frame 2006 in IFEU (2008)
Car Petrol	Fuel consumption [l]	3,083 kgCO2/l	CO2e consumption 1l petrol (incl. upstream), GEMIS 4.6, 2010
alternative:	Mileage [km]	Additional factor: 7,8l/100km	Average fuel consumption, mid-range petrol, motorway, time frame 2006 in IFEU (2008).
Taxi	Number of taxi journeys	0,163kgCO2/€	Taxi tariff (D) (from own calculations): 10km Taxi journey costs 17€ in Germany (Æ Germany inBild.de). -> 1€ = 0,588km Taxi distance; car DIESEL Gross 0,277 kgCO2/Pkm (GEMIS 4.6) -> 0,163kgCO2/€
Railway	Departure and arrival station	See Sources(s)	Deutsche Bahn, Railway-Flight-Car comparison  (incl. CO2 calculator) www.bahn.de
Materials
not relevant in PreP		-
Energy
Electricity
not relevant in PreP		-
Heat
not relevant in PreP		-
Other
Hotel	Number of nights	12kgCO2/d	ECOPROD, Carbon´ Clap Version 1.0 – Guide des Methods et Valeurs (o.J.), Values taken from Accor Hotels study.
alternative:		See Sources(s)	nh Hotels CO2 Rechner: http://www.carbon-clear.com/apps/nh/eicalculator.php?lang=en_ES&idc=1
Catering	(outside system boundaries)	-
Production
Transport
People
Flight	see Pre Production
Car Diesel	see Pre Production
Car Petrol	see Pre Production
Taxi	see Pre Production
Railways	see Pre Production
Material
Land, air, water (Train, truck, van, Flight, ship) Van: light truck	Place of departure and destination Choice of transport	See Sources(s)	Networking (if possible) ecoTransIT Emissions calculator. Choice of transportation method is specified by the user. Options can be compared automatically. www.ecotransit.org
alternative
Truck, car, van; Diesel	Fuel consumption [l]	3,096 kgCO2/l	CO2e consumption 1l Diesel (incl. upstream) in GEMIS 4.6 (2010), Time frame 2010
Truck, car, van; Petrol	Fuel consumption [l]	3,083 kgCO2/l	CO2e consumption 1l Petrol (incl. upstream) in GEMIS 4.6 (2010), Time frame 2010
Energy
Electricity
Generator Diesel	Fuel consumption [l]	3,096 kgCO2/l	CO2e consumption 1l Diesel (incl. upstream) in GEMIS 4.6 (2010), Time frame 2010
Generator Petrol	Fuel consumption [l]	3,083 kgCO2/l	CO2e consumption 1l Petrol (incl. upstream) in GEMIS 4.6 (2010), Time frame 2010
Electricity mix Germany (D)	Electricity consumption [kWh]	0,5800 kgCO2/kWh	CO2e consumption 1 kWh (electric), incl. upstream, UBA calculation, first estimate März 2010 on basis of Destatis.
Electricity mix international	Electricity consumption [kWh]		CO2e consumption 1kWh (electr.), incl.upstream, without distribution + transformation, GEMIS 4.6 (2010), with different time frames (year):
South Africa (ZA)		1,021 kgCO2/kWh	2005
Japan (JP)		0,500 kgCO2/kWh	2005
Canada (CA)		0,224 kgCO2/kWh	2010
Russia (RU)		0,588 kgCO2/kWh	2005
Heat
Gas	Heat consumption [kWh]	0,251 kgCO2/kWh	CO2e per Energy use (by 100% utilization), incl. upstream, time frame 2010 in GEMIS 4.6 (2010).
alternative:	Seasonal differential [€/dwinter-€/dsummer	Additional factor: Heating costs: 0,08€/kWh	Own calculations from Heizspiegel Deutschland, Average Heating costs per kWh [€/kWh], Time frame 2009 in DMB (2010).
Oilheating	Heat consumption [kWh]	0,376 kgCO2/kWh	CO2e per Energy use (by 100% utilization), incl. upstream, time frame 2010 in GEMIS 4.6 (2010)
alternative:	Seasonal differential [€/dwinter-€/dsummer	Additional factor: Heating costs: 0,06€/kWh	Own calculations from Heizspiegel Deutschland, Average Heating costs per kWh [€/kWh], Time frame 2009 in DMB (2010).
District warming mix (D)	Heat consumption [kWh]	0,254 kgCO2/kWh	CO2e per Energy use (by 100% utilization), incl. upstream, time frame 2010 in GEMIS 4.6 (2010)
alternative:	Seasonal differential [€/dwinter-€/dsummer	Additional factor: Heating costs: 0,11€/kWh	Own calculations from Heizspiegel Deutschland, Average Heating costs per kWh [€/kWh], Time frame 2009 in DMB (2010).
Alternative Heating
Wood Pellets		0,025kgCO2/kWh	CO2e per energy use (energy allocated), Wood pellets from sawing mill waste incl. Upstream. Time frame 2010 in GEMIS 4.6 (2010)
Wood Chips		0,026kgCO2/kWh	CO2e per energy use (energy allocated), Forest timber and softwood, incl. upstream. Time frame 2010 in GEMIS 4.6 (2010)
Solar thermal (flat)		0,045kgCO2/kWh	CO2e per energy use (energy allocated), warm water from flat solar collector, Time frame 2010 in GEMIS 4.6 (2010)
Solar thermal (vacum)		0,025kgCO2/kWh	CO2e per energy use (energy allocated), warm water from vacuum solar collector, Time frame 2010 in GEMIS 4.6 (2010)
Other
Hotel	see Pre Production
Catering	(outside system boundaries)
Aerial Filming (Helicopter)	Flight hours	460 kgCO2/h (from own calculations)	Emission factor Kerosene: 3,2 kgCO2/ kg Kerosene (UBA in IFEU 2010) Kerosene density: 0,8kg/l ( AG Energiebilanzen e.V., BAFA in IFEU 2010 ) Average helicopter consumption: 180l/h (ECOPROD, 2010; own research, eg.: Eurocopter AS 350 Ecureuil)
Set	outside system boundaries
Costumes	outside system boundaries
Kameraausrüstung	outside system boundaries
Post Production
Flight	see Pre Production
Vehicle Diesel	see Pre Production
Vehicle Petrol	see Pre Production
Taxi	see Pre Production
Rail	see Pre Production
MAterial
not relevant in PP
Energy
Electricity
see Other
Heat
not relevant in PP
Other
Edit	Time spent on editing [d]	35kgCO2/d	ECOPROD, Carbon´ Clap Version 1.0 – Guide des Methods et Valeurs (o.J.) (Average cost sound and visual editing)
Special Effects	Cost [€]	110kgCO2/k€	ECOPROD, Carbon´ Clap Version 1.0 – Guide des Methods et Valeurs (o.J.) (Average cost sound and visual editing)
Sound and Post Synchro	Time spent on sound [d]	422kgCO2/d	ECOPROD, Carbon´ Clap Version 1.0 – Guide des Methods et Valeurs (o.J.)

CO2e = CO2 Equivalent

The project began with research into initiatives, studies, reports and case studies concerning environmentally-friendly film production in general and, more specifically, commercial film production. Guidelines, case studies and CO2 calculators designed for film production were found, especially in France, the UK and USA. No academic analysis into film and commercial film production and climate balancing could be found.

Close co-operation with representatives of the advertising film business and experience from product balancing enabled us to draw up relevant production processes, on the basis of the international draft standard ISO 14067 and the GHG Protocol. These hot spots are primarily transport- and energy-related. Flight emissions are judged to be responsible for a high proportion of total emissions. With the help of road tests during the pilot phase we are now attempting a verification or, where appropriate, an adaptation, of the assumptions consistent with new learnings.

During the pilot phase advertising production companies are using an initial version of the CO2 calculation programme and are entering activity values (like energy consumption, journey distances), which are converted into greenhouse gas emissions (kg CO2e) with the help of the emissions factors specified in this project. The CO2 calculator developed in the CARBON FILM QUOTE can itemize both the total greenhouse gas emission and the key emission sources of an advertising film production. This raises the opportunity to take targeted reduction measures and so, in the long-term, reduce the CO2 footprint of the advertising industry.

The decision process for a given advertising film production, which is primarily driven by cost, has now been broadened to include climate criteria. Decisions can now respect ecological as well as budget considerations. Advertising clients with emission reduction targets set in their own CSR programmes can now reduce their corporate carbon footprint (Scope 3), in the marketing department, by opting for climate-friendly production.

This document represents an interim stage in the development of CO2 balance definition in advertising film production. Definitive indicator sets for the CO2 calculator will become available on the back of insights gained in the pilot phase. The experience will show where data-collection support is needed, or where it might even need to be simplified. Indications will also be given on areas where the depth of data can or must be increased. Much uncertainty remains in the post-production area, because the related work is largely done by specialized service providers.

Further questions arise regarding the validity of the data, given that they are ex-ante estimates. Quantifying the complete greenhouse gas emissions of an advertising film production represents another challenge. Production company CO2 emissions are estimated, with the help of the CARBON FILM QUOTE by the production companies themselves. As the CARBON FILM QUOTE only measures the CO2 emissions of a sub-system, however, it is agencies must measure their own production-related CO2 emissions and add them in. Leaving these emissions out could falsify the CO2 estimate of an advertising film production, as it would exclude a significant quantity of flight-related greenhouse gas emissions. But this presupposes that the agencies will also use the CMC and its built-in CO2 calculation tool.

The publisher and authors anticipate that, despite the specified problems, a CO2 calculator will raise awareness among users, starting with the focus it places on the climate implications of their own production processes. Short-term improvement to climate-balance will be measurable.

Figure 3: Example excerpt Carbon Film Quote
(CLICK HERE TO SEE AN EXAMPLE OF THE FULL QUOTE)

As the calculation tool matures, along with the identification of climate-intensive production processes, analysis must lead to reduction.

A compilation of advertising film production best practice based on CO2 calculations could lead to more efficient and more quickly-implemented greenhouse reduction measures.

The international nature of the communications sector, and the parallel development of climate balancing projects in Germany, France, and Great Britain, makes harmonization important. Efforts in this area are therefore necessary but rewarding.