Alma Coconut Grove, United States Advertising / Full Service / Integrated

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Alma Creative Work

Title "The Glad Tent"
Agency Alma
Campaign The Glad Tent
Advertiser The Clorox Company
Brand Glad ForceFlex
Date of First Broadcast/Publication 3/2013
Business Sector Plastic Bags, Trash Bags
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.

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. 

Philosophy

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. 

 

Result

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

Media Type Ambient
Length122 seconds
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 Mr. Luis Miguel Messianu
Copywriter Mr. Juan Cruz Vassallo
Copywriter Enrique Beltran
Copywriter David Santana Robaina
Director Mr. Jorge Colon
Executive Producer Mr. 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

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