Alma tackled the issue of sustainability, developing giant Glad trash bags in the form of tents. Ten Glad Tents were distributed at SXSW to attendees who promised to live in them and then use the tents as a giant trash bag to dispose of rubbish at the end of the festival.
The USH Ideas judges said the Glad Tent was perfectly targeted to Millenials who care about the environment but wouldn’t normally feel a connection to Clorox’s Glad brand. Plus young festival attendees may be more open than most people to sleeping in a plastic bag. Alma has entered “Glad Tent” in six different categories at Cannes.