The Mill and DDB Chicago collaborated on the spots entitled, Wood, Orange, and Coal. With an upbeat soundtrack, simply beautiful imagery, and his signature clarity of narrative, director Ringan Ledwidge shows how Emerson are coming up with solutions for making bio-fuel from waste wood shavings, generating electricity from food waste, and helping China prevent 60 million tons of CO2 emissions.

Wood reveals how Emerson is helping Colorado-based Range Fuels to convert wood waste into a bio-fuel for cars. A cascade of animated wood chippings morphs into a flowing stream of fuel, a stretch of road, and finally into the graphic catchphrase It's Never Been Done Before.

In Orange, to exemplify Emerson enabling the Milwaukee Metropolitan Sewerage District to convert food waste into electricity, a spirally peeled orange skin slowly unwinds and transmutes into brilliant orange light, then into the graphic catchphrase It's Never Been Done Before.

In Coal, we learn that Emerson heat-pump technology is helping northern China to reduce its dependence on coal-fired heating plants and thereby to dramatically cut its CO2emissions. A single shiny lump of coal sprouts fresh green shoots that grow into a colourful groundcover of flowers to illustrate the environmental benefits of such projects.