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The Glad Tent

Agency Network: 
Published/Aired: 
March 2013

Description

Glad has always been a brand that promises a stronger stand against waste, they were already innovating around 2 of the 3 R’s: Reduce (by utilizing less plastic in our bags¬) and Recycle (by supporting recycling programs, like Keep America Beautiful and creating specialized products). But the question remained: how could they apply the 3rd R (Reuse) to their bags?
Additionally, although the kitchen is usually their domain and Women (homemakers) are their target, we wanted to go broader (waste happens everywhere!) and younger (connect with consumers before and as they enter the category).

So we came up with an idea that would help the brand and their target take the fight against waste from the kitchen to the (outside) world, applying the “Reuse” principle to their product and building a relevant connection with Millennials.

And so The Glad Tent was born, a product intended to be used as a tent during Music Festivals (where people camp for days), and as a bag, at the end of the Festival, to dispose of people’s trash. This way Glad would make the stand against waste – even when people are just thinking of having fun – easier and cooler.

Ambient advertisement created by Alma, United States for Glad, within the category: House, Garden.

Advertising Agency: Alma, Miami, USA
Chief Creative Officer: Luis Miguel Messianu
Executive Creative Director: Diego Yurkievich
Group Creative Director: Hernán Cerdeiro
Associate Creative Directors: David Alvarez Rizo, Juan Cruz Vassallo
Art Director: David Alvarez Rizo
Copywriters: Juan Cruz Vassallo, Enrique Beltran, David Santana Robaina
Executive Producer: Rodrigo Vargas
Associate Producer: Alberto Farinas
Strategic Insights Director: Virginia Reyes
Group Account Director: Maria Carolina Reimpell
Industrial Designer: Jonatan Baños
Director: Jorge Colon
Editor: Pablo Piriz / Upstairs Efx
Music company: Animal Music
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Highest Rated

Troll's picture

Genius. Absolutely brilliant.
Well done.

Troll
Activity Score 678
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

kleenex's picture

I could actually see a market for this item.

kleenex
Activity Score 58797
Web Designer/Developer
Bill Me Now's picture

absolutely!

Bill Me Now
Activity Score 180
vidya.shankaran's picture

Love the concept...

vidya.shankaran
Activity Score 724
Troll's picture

Genius. Absolutely brilliant.
Well done.

Troll
Activity Score 678
Copywriter |

@TrollusMaximus
http://www.behance.net/trollus_maximus

elf's picture

Something doesn't seem right though. To solve a trash problem, you created more disposable trash? If all of these bags are then emptied, sorted and recycled, then cool.

elf
Activity Score 2
Art Director
YeaYea's picture

great idea!!

YeaYea
Activity Score 308
Creative Director
erectus's picture

Yes. Great.

erectus
Activity Score 5326
Copywriter
erectus's picture

Yes. Great.

erectus
Activity Score 5326
Copywriter
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