Glad

Glad · Don’t Get. Mad Get Glad

In a refreshing pivot for the CPG landscape, the Glad Don’t Get Mad Get Glad campaign transforms the mundane chore of waste management into an infectious, high-energy musical narrative. By placing a classic pop-culture icon like Oscar the Grouch alongside a protagonist who navigates city streets with effortless confidence, the film breathes personality into a category often defined by pure utility. The project leans into a vibrant lifestyle aesthetic, utilizing a live-action technique that balances urban grit with warm, natural lighting to create a cohesive world. Production house Furlined captures this lighthearted spirit through fluid, rhythmic choreography that turns a neighborhood stroll into a staged spectacle, supported by sharp, rhythmic editing. The visual fidelity of the campaign is enhanced by the meticulous post-production efforts of Company 3 LA and Framestore Chicago, who ensure that the seamless integration of characters remains grounded within the cinematic frame. By embracing a humorous, song-driven format, the creative team at FCB successfully elevates a simple product demonstration into an engaging piece of branded entertainment. The intentional use of slow motion adds a tactile polish to the character interactions, underscoring the brand’s promise of ease. Ultimately, this commercial stands out as a masterclass in modern advertising, proving that even the most domestic of tasks can be reimagined through clever, character-led storytelling that resonates with a broad, contemporary audience.

Glad · Brand Identity

The brand identity for Glad focuses on a vibrant, tactile packaging system designed by VOLTA. The project spans various touchpoints, from modular product pouches and chocolate bar wrappers to environmental signage and retail packaging, all united by a consistent graphic language. Photography by Nuno Moreira emphasises the raw textures and earthy tones of the ingredients, using clean, minimalist compositions to elevate the product presentation. The visual system leverages custom typography and precise emboss and deboss techniques on paper stocks supplied by Arena and Fedrigoni, creating a premium feel across both physical and motion graphic applications.

Glad · Brand Identity

This brand identity project for Glad showcases a multifaceted approach to visual communication, spanning packaging design, motion graphics, and environmental signage. The execution leverages bold typography, vibrant color palettes, and minimalist layouts to establish a cohesive brand presence across diverse touchpoints, from takeaway food packaging to outdoor advertising. The work features collaborative design contributions from VOLTA, Studio Deploy, Maniac Studio, Philippe Dionne Bussières, Pràctica, Bielke&Yang, Order, and SCCO Studio. Throughout the project, the studios utilize techniques such as vector illustration, embossing, and clean motion graphics to emphasize sharp graphic hierarchy and tactile surface textures. The result is a comprehensive identity system that maintains visual clarity through a balance of playful, hand-drawn motifs and structured geometric design.

Glad · It’s all Glad

Glad, Sesame Street · I Love Trash

Glad · Le Party

Glad · Le Party / GLAD / Jake Nava

Glad · Glad Girl Anthem

Glad · Glad for Change