JUST Water asks Aussies to JUST Change, via M&C Saatchi FABRIC

14 December 2020

Creative Agency: M&C Saatchi (NSW)

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JUST is 100% Australian spring water packaged in a plant-based carton.

Every minute around the world, one million single-use plastic bottles are purchased. If this statistic isn’t confronting enough, you may find it alarming that this number will jump a further 20% by 2021, creating an environmental crisis that some predict will be as serious as climate change.

The impact of single-use plastic is largely accepted and of course, condemned and Gen Zers are among the most concerned. Almost 9 out of 10 are worried for the environment, and a further 1 in 4 indicating that protecting the planet is what they believe businesses need to prioritise. This is why Gen Z are at the core of JUST Water’s JUST Change integrated campaign, launching today via M&C Saatchi FABRIC.

JUST is 100% Australian spring water packaged in a plant-based carton, the creation of which produces 50% less carbon emissions compared to plastic bottles. Launched in Australia in 2019, JUST is stocked in businesses who share its mission to reduce plastic in this world, including IKEA, Shangri-La Hotel, Four Seasons Hotel and Novotel. Now, it’s calling on Gen Z to help drive meaningful change in Australia by nominating other businesses that should JUST Change and switch to plant-based packaged water - cafes, offices, hotels, universities and gyms, to name a few.

"Everything we do stems from the belief that one carton may not save the world, but it's a start,” says Jaden Smith, who co-founded JUST with a passion for actioning small change to make a big difference which we know is a shared belief amongst fellow Gen Zs. For this reason, “we are so excited to put the power of this campaign in their hands. Using TikTok, we hope to empower this generation with knowledge and a sense of urgency for action," Nicole Saleh, JUST Water Australia says.

At the centre of the campaign is Melbourne-based TikTok creator Jasminetxo, who boasts over 3 million followers on the networking platform. Jasmine, along with fellow creators, Sooklyn, Sebby Laz, Shay and Nate, Sam Fricker and Rory Eliza, went live on the platform this week, which earlier this year was reported as being used by more than 1.6 million Australians, the majority of whom are under 25 years of age.

“I’m so excited to be a part of this important campaign. As an individual who associates as Gen Z, with an audience reflective of this generation, I want to use my platform to shed light on the small changes we can make to better the world we live in. Working with companies like JUST, who share a similar passion for environmental change, will hopefully start a much needed conversation amongst young Aussies,” Jasmine says.

Tapping into the sound function on TikTok, JUST have enlisted some of the platform’s most creative Gen Z users, sharing content encouraging their audience to nominate ‘mission aligned’ cafes, offices, hotels, restaurants, gyms and businesses they want to see make the switch.

“We are thrilled to announce the partnership between M&C Saatchi FABRIC and JUST,” says Krystyna Frassetto, Head of Communications, M&C Saatchi FABRIC. 

“Our new campaign JUST Change is an excellent representation of what hyper-passion marketing is all about - it connects JUST Water to the hyper-relevant, important issue of plastic waste that youth audiences are incredibly concerned about. Moreover, partnering with Jasmine on TikTok and inviting fans to actively participate in the campaign and spread our message, reflects the new ways audiences experience and share stories - marketing ‘with’ them rather than ‘to’ them.”

The lifestyle division of M&C Saatchi Sport & Entertainment was launched earlier this year in response to the increased demand from brands looking to engage with consumers’ ‘hyper passions’ across fashion, food, beauty, health and wellbeing.

M&C Saatchi Fabric
Krystyna Frassetto – Head of Communications
Jon Kelly – Creative Director

Saynaree Oudomvilay – Account Director

Camilla Littlejohns – Account Director

Billie Gurr – Account Manager

Maddy Lawler – Senior Account Executive

Megan Leckey – Designer
JUST Australia
Nicole Saleh
Danielle Saleh
James Rodger
Kshitij Talwar

Kara Rubin

Bonnie Boyes
Frank Fundaro

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