Leo Burnett Sydney's Bruno Nakano on the Idea Behind ‘just’ for WWF

To help spread WWF’s sustainability message in a new way we helped people rethink how they consume by creating a range products called “just*”.

Packaged in recycled and biodegradable materials and 100 per cent natural, each was an alternative to a mass-produced product, free from plastic containers.

Everyday we buy millions of household products that are essentially chemicals in plastic bottles.

People want to change, but they simply don’t know where to begin.

With this in mind, we created, in collaboration with WWF Australia, a range of alternative products called just.

Part of the inspiration behind the idea was a call from my mum, saying to avoid using chemicals when I clean my home and start using natural ingredients that I already have in my kitchen.

The idea is a range of product that substitutes the chemicals and the plastic bottles with 100pc natural ingredients and recyclable and biodegradable materials. In other words, packaging designed to eliminate packaging.

At a time when everyone is looking for the next big thing or the most innovative and technological idea, our strategy was to go to basics.

just is not about creating a product or a brand. It is about sparking a change in mindset and educating people on how to make the switch to a more sustainable way of living.​

'How To' videos created as part of the campaign: