JUST

Short List
TitleJUST
ClientWWF
Product / ServiceJUST
CategoryE03. Other Packaging
EntrantLEO BURNETT SYDNEY, AUSTRALIA
Entrant Company LEO BURNETT SYDNEY, AUSTRALIA
Advertising Agency LEO BURNETT SYDNEY, AUSTRALIA

Brief Explanation

WWF’s Living Planet 2014 Report revealed that Australia has one of the world’s largest ecological footprints per capita. If the rest of the world lived like we do in Australia, we’d need the regenerative capacity of 3.6 Earths to sustain our demands on nature*. So WWF asked us to develop a campaign to change Australian consumer behaviour to a more sustainable one in order to reduce the impact Australians have on the environment.

The Brief

WWF is the world's largest conservation organization. The group's mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature. As a non-for profit organization WWF’s budgets are usually small and depend on strong creative ideas that achieve a lot of cut through.

How the final design was conceived

Plastic containers full of chemicals. We buy millions of them every year. Their manufacture and disposal puts pressure on our already beleaguered environment. So we decided to use product design to educate people how easy it is to switch to natural alternatives by creating a range of natural, alternative products, free from wasteful packaging and chemicals called just*. The just* range features common, natural ingredients that can easily replace more wasteful and chemically heavy products. Packaged in earth-friendly, recyclable and biodegradable materials lemons became glass cleaner, grapefruit a bath cleaner, oats a skincare product and so on. Based on changing the perception on products, our packaging design had to reflect the simple, natural and organic nature of our idea. We had to find the perfect wrapping for an idea to spark a change in mindset that can help make a real difference for the planet.

Indication of how successful the outcome was in the market

A fresh, new approach that has successfully engaged participants to actively change their own consuming behaviour for the better. Our simple but powerful message grabbed people’s imagination and just* was featured by various media outlets across the country and worldwide. Results in first 2 weeks: $550,000+ earned media coverage Campaign reach of over 23 million people 18 million media impressions. Over 11,000 visits to our market stores in 4 days 73,000 organic social interactions 100% positive sentiment 800kg of alternative product distributed The campaign has been so well received that WWF-Australia are looking to rollout the campaign internationally across their global network.

Credits

Name Company Position
Andy Dilallo Leo Burnett Sydney Chief Creative Officer
Vince Lagana Leo Burnett Sydney Executive Creative Director
Grant Mcaloon Leo Burnett Sydney Executive Creative Director
Bruno Nakano Leo Burnett Sydney Art Director / Designer
Bjoern Ingenleuf Leo Burnett Sydney Copywriter
Cassie Collin Leo Burnett Sydney Integrated Producer
Keong Seet Leo Burnett Sydney Digital Developer/ Photographer
Nancy Yonathan Leo Burnett Sydney Finished Artist
Janifer Wong Leo Burnett Sydney Digital Designer
Edward Copestick Leo Burnett Sydney Editor/ Videographer
Ben Eagleton BE Grade
Belinda Drew Leo Burnett Sydney Group Business Director
Natasha Floyer/ Samuel MacDonnel/ Andrew Dengate Leo Burnett Sydney Account Management
Sophie Walton Leo Burnett Sydney PR
Vanessa Muller Leo Burnett Sydney Social Media
Marni Ryan WWF National Marketing Manager
Rapid Films