The Brief

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 create a range of natural, alternative products, free from wasteful packaging and chemicals called just*. Made on behalf of WWF, the just* range features common, natural ingredients – already found in most households - that can easily replace more wasteful and chemically heavy products. For example lemons can become glass cleaner, grapefruit a bath cleaner and oats a skincare product. just* was available at markets and specially designed interactive billboards with live just* dispensers, so people could immediately start switching to natural alternatives. People could also get just* in return for sharing their experience on social media to encourage more people to go natural. A website featured ‘how to’ demonstration videos, encouraging people to share their own sustainable alternatives through social media.

Creative Execution

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. By creating just*, a brand that educates people about natural alternatives to over packaged products, we reinforced WWF’s message while showing a way to consume more sustainably. just* was available at local markets where natural products are sold, so people could immediately start switching to all natural. People could also pick up just*in return for sharing their experience on social media to encourage more people to use just natural alternatives. In addition, specially designed interactive billboards with live just* dispensers roamed Sydney, distributing natural everyday alternatives. A website featured ‘how to’ demonstration videos and encouraged people to share their own ideas for additional just* sustainable alternatives through social media.

Describe the creative solution to the brief/objective.

As the world's largest conservation organization WWF is known for addressing the big environmental issues facing humanity as a whole. But it is often hard for people to see how they, as individuals, can play a part in helping to solve these bigger-than-life problems. So in order to make WWF’s core message more relatable to our Australian target audience we brought it into their everyday lives by creating natural alternatives to products Australians use everyday. We made Australians think about how they consume and showed how small changes can help solve the bigger issues we all face together.

Results

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.