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WWF Goes Back to Basics with Natural Alternatives for Everyday Products

Leo Burnett Asia Pacific, 2 years, 6 months ago

The Leo Burnett Sydney campaign shows small changes can help make a difference, naturally

WWF Goes Back to Basics with Natural Alternatives for Everyday Products

WWF-Australia has launched 'just', an initiative that shows how simple it is to make small changes that help make a difference for the planet – ‘just’ by replacing mass-produced and often wastefully-packaged household products with simple and natural alternatives.

Created in collaboration with Leo Burnett Sydney the just range of alternatives feature natural ingredients packaged in earth-friendly, recyclable and biodegradable materials.

The campaign highlights how a host of environmentally friendly and sustainable items such as lemons, grapefruit, honey, mint, ginger and vinegar can be used to substitute many household cleaning and beauty products we use every day. 

The just campaign is a response to WWF’s Living Planet Report 2014, which highlights the toll our lifestyles are having on the natural world. The report reveals that humanity’s demand on the planet is now more than 50 per cent greater than what nature can renew.

It also shows that Australia has one of the world’s largest ecological footprints per capita. According to the report, if the rest of the world lived like we do in Australia, we would need the regenerative capacity of 3.6 Earths to sustain our current demands on nature.

The just range will be available at selected locations throughout April. The cost? A simple social currency exchange – people can pick up just in return for sharing their experience on social media and using the hashtag #JustNatural to encourage more people to make small changes that can help create a cleaner and more sustainable future.

A dedicated website,, features engaging ‘how to’ demonstration videos and encourages people to share their own ideas for additional just sustainable alternatives through social media.

In addition, specially designed outdoor interactive billboards with live just dispensers will roam Sydney, distributing the natural everyday alternatives.

Andy DiLallo, chief creative officer at Leo Burnett Sydney, said: “Just shows that sometimes nature can provide us with everything we need."

“While we are proud of the range we have created, this is about more than products or brands. just is about sparking a change in mindset that can help make a real difference for the planet,” DiLallo added.

Dermot O’Gorman, CEO WWF Australia, said: “The just initiative has been created to show there are simple and natural alternatives to many of the highly packaged goods people buy and use every day."

“Through the just campaign, we hope to highlight how a few small changes, done by many, can help reduce our ecological footprint. It’s a way for people to think about where their products come from, how they are made and the impact they have on the planet. We want to encourage people to change the way they think and consider the environmental impact of their everyday choices,” O'Gorman added.


Advertiser: WWF Australia

National Marketing Manager: Marni Ryan

Marketing & Engagement Director: Cristel Lee Leed

National Manager Communications: Phil Freeman

Creative Agency

Art Director: Bruno Nakano

Business Director : Samuel MacDonnell

Chief Creative Officer: Andy DiLallo

Copywriter: Bjoern Ingenleuf

Creative Agency: Leo Burnett Sydney

Designer: Bruno Nakano

Digital Designer: Jannifer Wong

Executive Creative Directors: Vince Lagana & Grant McAloon

Group Business Director: Belinda Drew

Planner: Nicky Bryson

Senior Business Manager: Natasha Floyer

Social: Vanessa Muller

Digital Developer: Keong Seet

Finished Artist: Nancy Yonathan

Integrated Producer: Cassie Collin

PR Director: Sophie Walton

Production Company

Director: Craig Rasmus

Producer: Rita Gagliardi

Production Company: Rapid Films

Category: Corporate and social , Environmental

Genre: Digital , Experiential