Client: Glade
Insight: Our favorite scents are inspired by our favorite places. Unfortunately, the places that we love, we also have a hand in destroying. Pollution, littering and carelessness ruin these environments, and we have no one to blame but ourselves.
Idea: Provide people with the opportunity to lessen their eco-footprint and save the places that inspire their favorite scents.
Print Ads
65% of all paper products derive from Canadian forests. Like the ones that inspired Glade Plugins "Fresh Mountain Mornings" scented oil. You can enjoy this fragrance in your home. But it's still best appreciated outdoors. Help protect it by recycling. Together we can conserve our forests and plug into something bigger than ourselves. We won't discontinue your favorite scent. You shouldn't either.
Cruise ships generate 200,000 gallons of sewaqe, polluting the Caribbean Sea surrounding the island of Aruba. These treasured waters inspired Glade Plugins "Aruba Wave" scented oil. You can vacation to this paradise at home, or in person, if we make smart long-term choices. Travel by air - less pollution, a crystal clear solution. Plug into a better tomorrow. We won't discontinue your favorite scent. You shouldn't either.
Over one thousand varities of flora are endangered throughout the Bahamas. Such destinations inspired Glade Plugins "Island Escape" scented oil. Indulge in the tangy tropics at home. But remember, true beauty is best experienced in person. That's why we must appreciate with our noses, not our hands. And plug into a movement bigger than ourselves. We won't discontinue your favorite scent. You shouldn't either.
Redesigned Packaging
Redesigned packaging will provide two eco-friendly ways to get involved. On the back of each box you’ll find an "Eco-code". Every Eco-code is redeemable at the Glade website for one dollar, which then is donated to the area that inspired your scent.
The second way to get involved is by planting the seeds, contained in specially marked boxes. These seeds created the fragrance they’re packaged with, so you can continue your favorite scent firsthand.
Microsite
Give back to the area that inspired your purchase by redeeming your Eco-code online.
Instagram
People will be encouraged to instagram their involvement using the hashtag #myecoscents.
Scented Elevator Wrap
A scented elevator wrap will show people that with a singular push to better the environment, they can make a big difference.
Interactive Board
Touchscreen interactive boards will be installed, allowing passerby to play a one minute game in which users tap the interface, spraying the onscreen plugin that restores a tarnished environment. Driving home the simple message: a little effort produces big results.
Art Direction: Clarem Gonzalez-Cera, Hannah Rand
Copywriting: Brendan McWhirk
