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By Amy Houston, Senior Reporter

July 31, 2023 | 2 min read

Ad agency MSQ is using new tech to capture emissions from cars that pass its office.

Creative and technology group MSQ is working alongside climate solution company Ecologi to promote its latest carbon removal solution, Biochar.

The project removes the equivalent amount of greenhouse gasses produced by vehicles that pass MSQ’s London offices from the atmosphere.

The ‘Covent Carbon Capture’ project uses specially created tech to capture vehicle emissions data from every car that passes by on the 10m stretch of road in one of the busiest areas in the UK.

A test from earlier this year recorded that 1.4m vehicles passed the window in four months, capturing almost 1.5 tonnes of CO2, which Ecologi will remove from the atmosphere.

MSQ will also implement this technology at several of its other global locations, and will also make the offer available to other businesses that want to remove the equivalent greenhouse gasses generated outside their own locations.

Luke Cunningham, chief technology officer of MSQ’s creative studio Brave Spark, says: “The Covent Carbon Capture project required an unconventional solution that exemplifies MSQ’s focus on developing creative technologies to deliver innovation for our clients.

“The most rewarding work has a meaningful impact, and the Covent Carbon Capture initiative helps contribute to MSQ's ongoing commitment to sustainability and raises awareness of carbon removal technology and its ability to help us become a net zero society.”

Ecologi launched its biochar service earlier this year to help businesses fund carbon dioxide removal through biochar generation from waste biomass.

Linda Adams, head of partnership at Ecologi, added: “We're excited to be part of this innovative project by MSQ, an organization working to reduce their own emissions through approved near-term Science-Based Targets.

"This project not only also serves to educate others on technological advancements within the voluntary carbon market and associated funding of climate action, but also sheds light on increased vehicle emissions in urban areas. We're proud to facilitate the funding of carbon removal in support of MSQ's climate action and wider decarbonization strategy.”

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