The holy month of Ramadan is a time for generosity and compassion where gifting food to the needy is part of the culture. GLAD, a brand associated with preserving the goodness of food, wanted to make a difference by providing free meals to needy children in Africa for every GLAD pack purchased. Between July and August 2012 the regular point-of-sale in Dubai was turned into a point of hope. An innovative stand was placed in prominent supermarkets, including people in the noble cause without making them put any extra effort. Every time someone pulled out a GLAD pack, they found a kid smiling back at them, in a way saying a personal ‘thank you’ and leaving them with a feeling of contribution.
The Bring A Smile campaign was developed at DDB Dubai by creative director/art director Makarand Patil, creative director/copywriter Kartik Aiyar, associate creative director/copywriter Ramy El Sakka, art director Kapil Mayekar, photographer Jithesh Narayanan, editor Nader Shousha, account team Ruchdi Aragi and Arpan Roychowdhury working with Clorox marketing manager Krishnakumar GP. Production was by Dejavu Studioz.