Clorox Australia and New Zealand has launched a new brand campaign for GLAD^® that unites the collective emotions we all have towards spending more time at home and encourages people to see and share the moments of silver lining as their day-to-day routine changes or the ‘new normal’ means doing things differently.

The creative campaign, developed by TPF Group Think creative agency, will run in Australia, New Zealand and South Africa across digital and social with TV going live in Australia and New Zealand shortly.

Marietjie Muijs, TPF Think Director & Strategic Planner said “While going into lockdown, we all experienced a multitude of emotions.  The uncertainty of the sudden change and coming to grips with the reality of what self-isolation would mean set of a chain of conversations between everyone on this project.  It’s in those conversations where we found common ground and richness.  We want to invite others into the conversation where we shared our days and all the moments we are experiencing in our homes, where we laughed and offered support on difficult days – finding the silver lining and sharing encouragement daily.”

Joy Delis, ANZ Marketing Director, Clorox added: “We are very proud of this work as it truly amplifies the values of GLAD^®.  The campaign came together with a series of life moments that people can relate to – birthday parties that had to be cancelled and now celebrated at home in a new way. The everyday meals and family time together where chores are shared, and families connect. Finding new ways to keep everyone entertained and engaged at home – with what we have in our cupboards and drawers.”

In addition to the creative films and digital content, FORWARD Agency has developed an influencer marketing campaign using the hashtag #WhatsYourDifferent that allows GLAD^® to have a wider conversation with their audience, inspire them with new ways to find the ‘glad’ in their everyday routine and invite them to share how they are doing things differently.

Credits

Creative & Strategic Agency: TPF Think

PR & Influencer Agency: FORWARD Agency

Media Agency: Hearts & Science, Dynamo Work, Resolution Media

Client: The Clorox Company

Brand: GLAD

Marketing Director: Joy Delis

Marketing Manager: Lee Everson

Brand Manager: Jessica Tsoukalis

TPF Think

Director & Strategic Planner: Marietjie Muijs

Account Director: Marietjie Muijs

Creative Director: James Daniels

Art Direction: James Daniels

Senior Design: Marek Bona

Producer: Simon Hoy

Senior Editor: Marco Damiano

FORWARD Agency

Senior Account Director: Lara Doundoulakis

Senior Account Manager: Siobhan Veddovi-McCaughan

Account Manager: Elle Reid

Senior Account Executive: Lizzie Agar

Account Coordinator: Analisse Mammone

 

Hearts & Science

Account Director: Roxy Howe

Account Executive: Sarah Hansen

 

Dynamo Work

Business Director: Keri Brown

 

Resolution Media

Head of Social: Emelie Lundberg

Social Manager: Dee Hamza