In short, Glad to Give is a program we created that shifts the focus from what people don’t want to talk about (trash) to what they do – generosity. When we first came up with the program, we’d realized people were using our product to help collect and transport their donations, and for us this unlocked the whole thing. With that in mind, we created Glad To Give, a program centred around a custom yellow trash bag that became an icon of giving.
Film advertisement created by Critical Mass, Canada for Glad, within the category: Public Interest, NGO.
Chief Creative Officer: Conor Brady
Group Strategy Director: Jared Folkmann
Strategy Director: Scott King
Creative Director: Christiaan Welzel
Art Director: Kathryn Whiteside
Senior Designers: Nikolay Mihaylov, Richard Ballerman
Senior Copywriter: Stefan Smith
Executive Producer: Alissa Hansen
Producer: Yvonne Ortiz
Film Production: Big Block
Director: Jonathan Zames
Sound Design: EarHole Studios
Music: Ages and Ages