WWF’s The Living Planet Report 2014 highlights the toll our everyday lives has on the natural world. The report reveals that humanity’s demands on Earth is now 50 percent greater than what the planet can renew, and that Australia has one of the largest ecological footprints per capita. So Leo Burnett Sydney and WWF-Australia came together to bring back the basics.
The campaign aims to show people that a small change can help make a big change for the planet. The effort encourages people to replace wastefully packaged household products with simple, environmentally friendly alternatives.
As part of the campaign, WWF-Australia is “selling” a new line of household cleaners and beauty products in biodegradable paper cartons with a die-cut front window in the shape of the plastic bottle the product usually comes in. But the chemical-based product has been replaced by a natural alternative. The limited line will be distributed at branded stalls at local Sydney markets. The cost for the products is simple social currency — people can pick items in exchange for sharing their experience on social media using the hashtag #JustNatural.
The campaign also consists of specially designed outdoor interactive billboards that dispense natural ingredients to replace chemical products.
Accompanying the billboards and packaging are a series of short, comical films that explain how to use fruit and other natural alternatives to replace common household items. A scientist-type shows how to replace glass cleaner with a lemon, bath cleaner with a grapefruit, burn relief cream with honey, laundry detergent with basil, skin cream with oats and shoe polish with bananas.
Advertising Agency: Leo Burnett Sydney, Australia
Chief Creative Officer: Andy DiLallo
Executive Creative Directors: Vince Lagana & Grant McAloon
Art Director & Designer: Bruno Nakano
Copywriter: Bjoern Ingenleuf
Digital Designer: Jannifer Wong
Digital Developer: Keong Seet
Finished Artist: Nancy Yonathan
Integrated Producer: Cassie Collin
Group Business Director: Belinda Drew
Business Director: Samuel MacDonnell
Senior Business Manager: Natasha Floyer
Strategic Planner: Nicky Bryson
PR Director: Sophie Walton
Social Director: Vanessa Muller