Luis Miguel Messianu of Alma: The Glad Tent not only solves a consumer problem but an environmental problem too

In the search to boost Glad’s commitment to the environment even more, the brand has taken on the challenge of finding a way to reuse its products, and from that came the idea of The Glad Tent.The concept created by the Alma agency consists of oversized ForceFlex garbage bags being used as tents at outdoor music festivals, where it is normal for members of the audience to camp out. Once the festival is over, the tents become really big trash bags that can be reused by the music fans, so they don’t leave piles of rubbish behind when they leave – as often happens.“The Glad Tent not only solves a consumer problem but a problem of our planet as well, something that fits in perfectly with Glad’s strategy” Luis Miguel Messianu, president and CCO of Alma, told PRODU.Alma has been honored for the innovative concept at a number of industry festivals. The agency took home its latest prize from the U.S.H. Idea Awards, organized by the Circulo Creativo as part of AHAA’s joint conference with that group and FIAP, where it placed third out of the five best ideas of the year.The director of the commercial was Jorge Colon, president and founder of Letca Films. “It’s a work into which the creative team led by Diego Yurkievich, Hernan Cerdeiro, Juan Vasallo and David Álvarez put all their energy, and we really feel that it’s our strong contender for Cannes” Messianu said.