The agency was awarded the business following a three-way pitch against VCCP and DFGW. The pitch was handled by COI.
AMV BBDO will now be briefed with creating an integrated advertising campaign aimed at encouraging consumers to reduce their carbon dioxide emissions.
The primary objective of the Defra work will be to highlight how small changes in lifestyle and household behaviours, such as using less heating and lighting, can reduce a person's personal impact on the climate.
The campaign, which will receive substantial Government funding, is being created to support its target of reducing carbon dioxide emissions by 20 per cent by 2010. It will also support a tough domestic target of a 6 per cent reduction by 2050.
The brief will last until 2008, and the media agency handling the account is PHD.