Alma, Coconut Grove Follow Update

  • 2601 South Bayshore Drive 4th Floor
  • Coconut Grove, Florida 33133
  • United States
  • Phone: (+1) 305-662-3175
  • Fax: (+1) 305 662-8043

Glad ForceFlex - "The Glad Tent" - Alma

  • The Glad Tent
  • Glad ForceFlex
  • The Clorox Company
  • Alma
  • United States
  • The Glad Tent
Product CategoryPlastic Bags, Trash Bags
Date of First Broadcast/PublicationMarch 10, 2013
Media TypeAmbient
Length122 Seconds
Awards The One Show, 2014 (Merit) for Billboards and Transit - Single
The One Show, 2014 (Merit) for Billboards and Transit - Single
Cannes Lions International Festival of Creativity, 2013 (Silver Lion) for Small Scale Special Solutions
Cannes Lions International Festival of Creativity, 2013 (Silver Lion) for Fast Moving Consumer Goods (Not Including Food)
Music Company / Composer Animal Music
Associate Creative Director David Alvarez Rizo
Associate Creative Director Juan Cruz Vassallo
Art Director David Alvarez Rizo
Chief Creative Officer Luis Miguel Messianu
Copywriter Juan Cruz Vassallo
Copywriter Enrique Beltran
Copywriter David Santana Robaina
Director Jorge Colon
Executive Producer Rodrigo Vargas
Editor Pablo Piriz
Senior VP Executive Creative Director Diego Yurkievich
VP Group Creative Director Hernan Cerdeito
Associate Producer Alberto Farinas
Strategic Insights Director Virginia Reyes
Group Account Director Maria Carolina Reimpell
Industrial Designer Jonatan Baños

Story

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. 

Concept

Every year tons of trash are left behind at music festival's campsites.  Austin City Limits, Bonaroo and Wakaruka alone generated 707 tons of trash in 1 year. 

 

Problem

Capitalizing on the extreme resistance of Glad ForceFlex trash bags, we created The Glad Tent. The first sleeping tent that's a trash bag and the first trash bag that's also a tent. 

We took them to SXSW and gave them awary to fans who were camping, with the condition that they would use them to throw away the trash they generated during the festival.

Result

We made the camping experience a greener one by helping fans leave the campsite asw they found it: CLEAN.