Glad DM, Case study The Glad Tent by Alma Miami

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The Glad Tent

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Industry Washing powders & Detergents
Media Direct marketing, Case study
Market United States
Agency Alma Miami
Director Jorge Colon Letca Films
Executive Creative Director Diego Yurkievich
Art Director David Alvarez Rizo
Editor Pablo Piriz, Upstairs Efx
Released May 2013

Awards

Cannes Lions 2013
Outdoor Lions Ambient; Small Scale Special Solutions Silver
Promo and Activation Lions Product & Service; Fast Moving Consumer Goods (not including food) Silver

Credits & 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.
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
Published: March 2013