Glad is encouraging people to find new ways to have fun right now, like dressing up to take out the trash, while also launching a relief fund and new work that shows support and gives thanks to sanitation workers. Working with FCB Chicago, the company launched #TrashDayCostume.
“We saw that people had started making an event out of taking out their trash,” said Lisa Bright, EVP, executive creative director at creative partner 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,” she continued.
To create awareness, Glad partnered with influencers to help spread the word, including Lucie Fink who wore her wedding dress for the 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.
“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. These men and women are on the front lines of the COVID-19 pandemic, and are too often underappreciated. Through simple actions, like remembering to tie our trash bags, we can all do our part to help keep workers safe in return,” she continued.