With the world in lockdown, people have been finding joys in the smaller things. Clorox Glad partnered with FCB Chicago in campaign to highlight the importance of keeping essential workers safe
Who would have thought that one day, taking out the trash would be the best moment of the day? Many people are now using this time as a new form of entertainment; 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 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” says 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.
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.
“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.”