Glad’s Billboard Made of Oranges Is Honored Among the Year’s Freshest Advertising

Ziploc also wins gold as Epica judges fall for packaging wrap

BERLIN, Germany—Not many U.S. ad campaigns were big winners Monday at the Epica Awards judging, and two that did score golds came from a surprising category.

Packaging wrap competitors Ziploc (owned by S.C. Johnson) and Glad Cling Wrap (owned by Clorox) both claimed gold at the award show, judged by a jury of international journlists who cover advertising. (Disclosure: I am an Epica judge this year, but the rules prohibit me from voting for U.S. campaigns.) 

Epica draws entries largely from European agencies, but a number of U.S. campaigns made the judges' shortlist. In the categories judged on Monday, only two U.S. efforts won:

Glad Cling Wrap and Alma: Fresh vs. Rotten Billboard
Epica Award: Gold
Category: Household Maintenance (Outdoor)

This outdoor board, made from 680 orange slices, didn't make much sense when first posted by Glad's Miami-based agency, DDB-owned Alma. But some slices were wrapped in Cling Wrap, and as the other slices rotted, the message "Fresh Longer" became visibile.

You can see the case study here:

Energy BBDO's work for Ziploc was also honored. And while three spots in the following campaign scored highly in judging, one of them rose above the others to win gold:

Ziploc and Energy BBDO: Little Beasts ("Late for School")
Epica Award: Gold
Category: Household Maintenance (Film)

In case you're curious, here are some of the other spots in the campaign:

The only other U.S. effort to win a gold on Monday at Epica was:

Personal Music and Alma: Street Music Library
Epica Award: Gold
Category: Professional Products & Services