Glad's Billboard Made of Oranges Is Honored Among the Year's Freshest Advertising
Berlin, Germany, not many U.S. ad campaigns were big winners Monday at the Epica Awards judging, and two that did score golds came from a surprising category.
Packaging wrap competitors Ziploc (owned by S.C. Johnson) and Glad Cling Wrap (owned by Clorox) both claimed gold at the award show, judged by a jury of international journlists who cover advertising.
Epica draws entries largely from European agencies, but a number of U.S. campaigns made the judges' shortlist. In the categories judged on Monday, only two U.S. efforts won:
Glad Cling Wrap and Alma: Fresh vs. Rotten Billboard
Epica Award: Gold
Category: Household Maintenance (Outdoor)
Over a period of about a week this billboard began to reveal a hidden message using the Glad Cling Wrap. to protect just some of the orange slices. The eye chatching message also caught the judges attention.
This outdoor board, made from 680 orange slices, didn't make much sense when first posted by Glad's Miami-based agency, DDB-owned Alma.
But some slices were wrapped in Cling Wrap, and as the other slices rotted, the message "Fresh Longer" became visible.
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