just*

The Green Pencil awards the best work of the year that exemplifies the best environmentally themed-advertising. Not only does the work inspire, it has the power to impact the world on a global scale. Leo Burnett / Sydney talked with us about the history behind this year’s Green Pencil-winning campaign, “just*" for WWF, (that dates all the way back to the designer’s grandmother).

What does the Green Pencil mean to Leo Burnett and WWF?
Any One Show recognition is a huge honour, but receiving the Green Pencil was an extra rare privilege that brought a smile to every face in the agency. It doesn’t just validate the commitment we have to ideas and craft, it acknowledges the special place that WWF has in all our hearts and minds. We of course go above and beyond for all of our clients, but nothing motivates like work that’s about to the health of the planet. It’s one of the reasons why our relationship with WWF has resulted in outstanding work, and they love the recognition as much as we do. It’s proof that they are keeping their messages fresh in a world that’s understandably awash with environmental communications.

What was the thought process in creating the campaign?
In many ways the thought that started just* remained at its core. First and foremost, it was as a design idea – a way of reimagining packaging to help people rethink their consumption habits. That was the heart of the idea and it was a strong foundation on which to build other elements that extended the campaign into different channels that not only reminded people that how they consume makes a difference, but also reinforced WWF’s message about creating a world where humans and the environment exist in harmony. But if you really want to recognize where it all started you have to go back years and years to when the grandmother of designer Bruno Nakano shared a few homemade recipes for cleaning products. Who knew then that her crafty knowledge would end up helping to earn a Green Pencil?

What were the goals and expectations of this campaign?
This was a deliberately different style of brand campaign for WWF. Everything laddered up to their overarching environmental message, but it was interesting to approach that in a way that didn’t simply fall back on more expected channels such as video content. just* let us talk to people in unexpected ways that allowed the message to spread organically into areas we wouldn’t normally reach, such as lifestyle blogs. We’re always looking for ways that messages can become part of culture and popular discussion rather than just brand messages blasted out through paid or owned channels. This was a great example of that in action.

What was the meaning of the title just*?
Simply, all you need is in the pack. ‘Just’ lemons, ‘just’ oranges, ‘just’ cinnamon, etc. The asterisk nodded to the different - usually single - ingredients being used. Which was kind of cheeky because an asterisk usually indicates that there’s more to the product or offer than meets the eye.

What’s our favorite product?
We tried out most of the just* suggestions and were pleasantly surprised at the results. During the campaign it was pretty astonishing to see how many uses things like olive oil, bicarbonate of soda (or baking soda ) and vinegar have when you know what to do. As for lemons, our admiration for them went through the roof. It’s funny, once you start to look into alternative products and ways of doing things, you start to hear about them everywhere. So next time you have a gin and tonic use the left over lemon to clean a few windows. You’ll be just* amazed at the results.

CHIEF CREATIVE OFFICER: Andy DiLallo

EXECUTIVE CREATIVE DIRECTORS: Vince Lagana, Grant McAloon

CREATIVE TEAM: Bruno Nakano, Bjoern Ingenleuf

AGENCY PRODUCER: Cassie Collin

TITLE: Just*

CLIENT: World Wildlife Fund

AGENCY: Leo Burnett / Sydney