WWF Australia goes back to basics with new ‘just’ initiative and campaign via Leo Burnett, Sydney


just Outdoor - WWF and Leo Burnett.jpgWWF-Australia has launched ‘just’ via Leo Burnett Sydney, 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.


The just range of alternatives feature natural ingredients packaged in earth-friendly, recyclable and biodegradable materials.

just Outdoor 2- WWF and Leo Burnett.jpgThe 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, just.net.au, features engaging ‘how to’ demonstration videos and encourages people to share their own ideas for additional just sustainable alternatives through social media.


just - WWF and Leo Burnett 2.jpgIn addition, specially designed outdoor interactive billboards with live just dispensers will roam Sydney, distributing the natural everyday alternatives.


Says Andy DiLallo, chief creative officer at Leo Burnett Sydney: “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 just - WWF and Leo Burnett.jpgmindset that can help make a real difference for the planet.”


Says Dermot O’Gorman, CEO WWF Australia: “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.”


Leo Burnett

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


Rapid Films

Director: Craig Rasmus

Producer: Rita Gagliardi



Co-Director: Simon Ingerson


Sydney Allen Printers

Dean Slater



Marketing & Engagement Director: Cristel Lee Leed     

National Manager – Brand, Marketing & Innovation: Marni Ryan

National Manager Communications – Phil Freeman