WWF & Leo Burnett Sydney launch forest-saving campaign

The campaign is aimed at creating awareness and educating consumers to actively seek out and ask for FSC certified products. Its seal of approval goes to environmentally-appropriate, socially beneficial, and economically viable management practices for the world’s forests.

To achieve this the agency decided to tell a story titled The Adventures of Harry Ficus, the hero of which was a responsible, ecologically friendly, growing forest tree.

The campaign will comprise TV, print and soon the release of ‘The Adventures of Harry Ficus’ children’s book (printed on FSC-approved paper).

Lawrence Hennessy, director of marketing and communications for WWF-Australia said the campaign was aimed at people who know they want to make the right environmental choices but have no idea how. "As soon as Leo Burnett presented Harry Ficus we fell in love with him and what he stood for," he said. "The Adventures of Harry Ficus is a simple, engaging idea that will educate and encourage people to think about their everyday purchases."

Credits

Client: WWF-Australia
Executive Creative Director: Andy DiLallo
Group Account Director: Paul Everson
Copy Writer: Brad Grey
Art Director: Jim Walsh
Illustrator: John-Henry Pajak
TV Producer: Margot Fitzpatrick, Rita Gagliardi
Print Producer: Michelle Browne
Production Company: Mighty Nice
Media: Starcom