WWF just* - Use Packaging to Change Perception

You might have come across one or two (or even more) awesome campaigns by WWF (World Wildlife Fund), the leading organization in wildlife conservation and endangered species.

This time they went beyond expectations and, together with the Leo Burnett Agency, they created a revolutionary campaign against plastic packaging. Their idea was to package all the products in 100% natural and biodegradable paper cartons. No more plastic bottles.

And you know how they decided to name the campaign? just*. Because it’s just that simple.

“Every day we buy millions of household products that are essentially chemicals in plastic bottles. And, every one of them puts more pressure on our already fragile environment.”

This line has been specifically created to bring people’s attention to the issue. We all know that plastic is bad, but most of us act as if we didn’t know it. The packaging for the just* product line presents a very simple solution for making a big change.

It’s visual, it’s creative and it’s effective.

“This is about more than products or brands. just* is about sparking a change in mindset that can help make a real difference for the planet.”

Each carton has a die cut front window in the shape of the plastic bottle the product usually comes in, and the usual chemical contents of the product have been replaced by nature’s own solution (e.g. real lemons for glass cleaner!)

“Using packaging to change perception. Our product design reflected the simple, natural and organic nature of our idea, and educated people on how to make the switch to a more sustainable alternative.”

The final product is extremely simple but amazing. The packaging is made of recycled paper and black ink, and the design is basically only the product name and the logo, plus a cut-out window that shows the natural ingredients it is holding. Isn’t it wonderful in its simplicity?

Check out the promotional video of the product here:

Source:

http://www.thedieline.com/blog/2015/6/12/wwf-just-packaging-designed-to-eliminate-packaging

Read more Swedbrand blog posts at swedbrand-group.com/blog, or visit our website at swedbrand-group.com.