WWF is the world's largest conservation organization. The group's mission is to stop the degradation of the planet’s natural environment and to build a future in which humans live in harmony with nature.

As a non-for profit organization WWF’s budgets are usually small and depend on strong creative ideas that achieve a lot of cut through.

WWF’s Living Planet 2014 Report revealed that Australia has one of the world’s largest ecological footprints per capita. If the rest of the world lived like we do in Australia, we’d need the regenerative capacity of 3.6 Earths to sustain our demands on nature*.

So WWF asked us to develop a campaign to change Australian consumer behaviour to a more sustainable one in order to reduce the impact Australians have on the environment.

In order to make WWF’s core message more relatable to our Australian target audience we brought it into their everyday lives by creating just*, natural alternatives to products Australians use everyday that can easily replace more wasteful and chemically heavy products.

Based on changing the perception of products, our packaging design had to reflect the simple, natural and organic nature of our idea. We had to find the perfect wrapping for an idea to spark a change in mindset that can help make a real difference for the planet.