Leo Burnett and WWF-Australia go forest green

Pushing for awareness and support for environmentally appropriate, socially beneficial, and economically viable management of the world’s forests, the Forest Stewardship Council (FSC) threw its support behind “The Adventures of Harry Ficus”, a product of a team-up between WWF-Australia’s and Leo Burnett.

“The Adventures of Harry Ficus” was born out of a story of a responsible and ecologically friendly forest tree and is part of WWF-Australia’s “Love Your Forests” Campaign, which aims to create awareness and educate and inspire people to actively seek out and ask for FSC certified products.

Said Lawrence Hennessy, director of Marketing and Communications for WWF-Australia, “We know that people want to make the right environmental choices, but often don’t know how. As soon as Leo Burnett presented Harry Ficus we fell in love with him and what he stood for. The Adventures of Harry Ficus is a simple, engaging idea that will educate and encourage people to think about their everyday purchases.”


The campaign aims to encourage people to look for FSC certification when buying items such as furniture, tissues, and paper, as a step to make a positive impact on the environment and the way it is managed.

“The Adventures of Harry Ficus” is a fully integrated campaign that consists of TV and print, along with a soon to be released children’s book of the same title (printed on FSC paper).


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

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