Clorox launches new GLAD campaign to embrace the new normal

18 May 2020

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The campaign was developed by TPF Group Think creative agency with influencer marketing by FORWARD Agency.

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.

“While going into lockdown, we all experienced a multitude of emotions," TPF Think director and strategic planner Marietjie Muijs says.

"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.”

Clorox ANZ marketing director Joy Delis says the work 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," Delis says.

"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.


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

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

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