Aside from Oscar the Grouch, who would have thought that one day, taking out the trash would be the best time of your day? Many people are now using this time as a new form of entertainment – even as an opportunity to dress up. So, as a brand that exists to keep people Glad by bringing happiness to the trash experience, Clorox Glad partnered with FCB Chicago to encourage this weirdly joyous moment.
Introducing #TrashDayCostume: an influencer activation that encourages people to join the fun.
“We saw that people had started making an event out of taking out their trash,” said Lisa Bright, EVP, Executive Creative Director at FCB Chicago. “And while most of us are under a shelter-in-place, and life can feel pretty isolating right now, this was an effort to bring a little joy into people’s days.”
Glad partnered with influencers to help spread the word and happiness, including Lucie Fink who even put on her wedding dress for the special occasion!
“Throughout quarantine, the daily ritual of taking out the trash has become the only time many people get out of the house,” said Nick Higgins, marketing director of Glad. “So we wanted to have some fun with that concept, and give people a reason to spice up their daily routine and spark a little joy. What used to be the dirtiest chore of the day, is now the quarantine equivalent of an event we look forward to.”
While taking out the trash has turned into a fun experience, it’s important to remember that sanitation workers put themselves in high risk situations every day when collecting our trash. To show support and gratitude, Glad and FCB created a “Thank You” video for TV and online in hopes to spread a little joy to these essential workers. Watch below:
Further, Glad partnered with the Solid Waste Association of North America (SWANA) to launch a fund financially supporting sanitation workers affected by COVID-19. In working with SWANA, the brand learned that people aren’t tying their trash bags – putting workers at higher risk. In response, Glad and FCB created a “Tie Your Bag” social video to raise awareness.
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“As a brand, we wanted to not only raise awareness but show our appreciation for the sanitation workers who continue to keep us all safe,” said Higgins. “These men and women are on the front lines of the COVID-19 pandemic, and are too often under-appreciated. Through simple actions, like remembering to tie our trash bags, we can all do our part to help keep workers safe in return.”
CREDITS:
“Trash Day Thanks”
CLIENT: Glad
- David Kargas – Director of Marketing, Clorox Specialty Division
- Nick Higgins – Marketing Director, Glad
- Nick Montgomery – Associate Director, Marketing Communications
- Jennifer Russell – Associate Director, Glad
- Chad Roberts – Brand Engagement, Media Manager
- Boris Nurko – Associate Director, Clorox Global Advertising Production
- Tricie Evans – Manager, Talent & Rights
AGENCY: FCB
- Andrés Ordonez – EVP, Chief Creative Officer
- Lisa Bright – EVP, Executive Creative Director
- John Bleeden – SVP, Executive Producer
- Bruno Mazzotti – VP, Creative Director
- Dean Paradise – VP, Creative Director
- Miles Jappa – Senior Art Director
- Patrick French – Copywriter
- Katie Lowman – VP, Strategic Planning Director
- Megan Ciurczak – Senior Strategic Planner
- Cary Pierce – EVP, Global Account Director
- Kadi Jacobs – Management Director
- Erin Hudec – Account Director
- Brianna Morrow – Account Executive
- Alondra Ibarra – Assistant Account Executive
- Kiley Krug – Senior Project Manager
- Lisa Hinrichs – Senior Producer
EDIT: Cutters Studios
- David Rubin, Cutters Editorial
- Natalie Stone, Cutters Producer
- Heather Richardson, Cutters Executive Producer
POST VFX/DESIGN: Flavor
- Brian Higgins, Flavor Color
- Alison Bloom, Flavor Finish
- Kate Smith, Flavor Producer
SOUND: Another Country
- Erik Widmark, Another Country Sound Design & Mix
- Cathryn Stark, Another Country Audio Assistant
- Louise Rider, Another Country Producer
- Tim Konn, Another Country Executive Producer
SOURCE: FCB, Chicago
