To demonstrate how effectively Glad Cling Wrap preserves food products, we wanted to really put it through a torture test and have consumers witness it first-hand. We chose a street in one of the warmest cities in the U.S. – sunny Miami – to display the live experiment. For a week the billboard-turned-demo activation was left outside to show how – even after enduring the heat and humidity for a week – the oranges protected with Glad Cling Wrap stayed fresh next to their rotting counterparts.

The idea really drove the media in this case, as a location that would be exposed to the sun for 4-5 hours of the day was key to having the oranges go through their “life cycle” as quickly as possible. This was also instrumental in showing that the wrapped oranges could better withstand the torture test of extreme conditions.

We used the one key location in Miami due to ideal weather conditions and later used video to demonstrate the project and share it through social networks.

The results are in the proof. In revealing the intended message, there is no denying that Glad® Cling Wrap keeps food fresh significantly longer. “I’m going to try this on my avocados,” one passer-by said. “They’re always getting too ripe too fast!”

The Daily Effective Circulation estimates that about 35,00 consumers saw the billboard during the course of the week. Afterwards, the project video received about 4K views in its first week, was named Editor’s pick in Creativity Online, featured on AdsOfTheWorld.com, and since has appeared on countless blogs and creative magazines internationally.