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‘Just’ and ‘Mutiny’ Encourage Aussies to Challenge the Status Quo

Leo Burnett Sydney asks that people try new things in work for WWF and Bundeberg Rum

WWF - "Just" Packaging - Image

WWF “Just” Campaign
“Just” Design and Packaging, GPC Rating: 8
“Lemon”/”Cucumber”/”Cinnamon,” GPC Rating: 7.6
“Just — Glass Cleaner,” GPC Rating: 7.4
“Just” films, GPC Rating: 7.5

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 But the chemical-based product has been replaced by a natural alternative.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.

WWF - Just Lemons - Image

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.

Bundaberg Rum - Mutiny - Image

Diageo – Bundaberg Rum “Mutiny,” GPC Rating: 7.5

Bundaberg Rum, an Australian icon since 1888, decided it was time to challenge convention and make Caribbean spiced rum. In Australia.

To support this rebellious attitude, the rum was aptly named Mutiny, and the packaging was designed to uphold a rule-breaking spirit. For the first time in Bundaberg’s 125 years, the liquid was not shown.

Instead, the bottle is covered in a shrink-wrapped sleeve that tells a narrative of maritime culture. There are various pirate motifs, seafaring imagery like mermen and sea monsters, and unique takes on Australian heritage like surfing kangaroos, underwater BBQs and men surfing on crocodiles.

About the GPC Scale: Every quarter, the Leo Burnett Global Product Committee, comprising our top creative leaders from around the globe, gathers to evaluate the work from the global network. Over the course of a week, the GPC views, discusses and rates the work using our 10-point HumanKind Scale. Work that receives a 7-point rating is considered to be the benchmark for excellence in craft. To learn more about the GPC and the HumanKind Scale, watch this video.