Judges’ unanimous praise for Ardagh video campaign

Sponsored by Field Design, who created the Glass Focus 2016 visual identity, the marketing campaign impact award set out to recognise promotion of a glass product, company, initiative or solution that had successfully reached its target audience and goals. And the winner is... the Ardagh Group.


The Ardagh Group’s Reasons to Love Glass video campaign received unanimous praise from the Glass Focus 2016 judges.

The two-minute ‘Reasons to Love Glass’ video launched on Twitter in January 2016. The aim was to show the key benefits of glass in a fun and engaging way, while underpinning their commitment to quality, sustainability and a circular economy.

The video was initially released in three sections – one each week – before the final full video was launched. The beautifully clean and simple animation with voice over highlights the main benefits of glass packaging, including it being:

  • a permanent, recyclable material
  • 50 per cent lighter than 20 years ago, using fewer resources and kinder to the environment
  • able to protect contents without transfer of taste or smell
  • made entirely of natural, abundant materials;
  • part of preserving the planet’s resources for future generations.

Watch the full video here


The campaign delivered significant increases in followers, impressions and profile visits – beyond expectations.

Sharon Todd, Head of Marketing, Glass Europe, for the Ardagh Group was at the awards dinner and received the award from Dave Fordham of Glass Worldwide who chaired this years’ judging panel.

We caught up with Sharon once the dust had settled to find out how it felt to win. She told us:

“It’s great to have our efforts recognised by industry experts and peers.

“Of course the reaction of the target audience is our main measure of success. But our industry colleagues understand the complexity of the challenges we face and the interconnected messages we need to convey. They know how hard it can be to keep that simple, so their recognition of what we’ve achieved really does mean a lot to us.

“Events like the Glass Focus Awards are great to share and celebrate success alongside industry peers; it spurs us all on to do more and do better – and that can only be good for the industry.”

While the video is designed to appeal to consumers and even children, Ardagh has had positive feedback from their customers – who’ve found it a great way to receive the key messages without getting into technical details.

Dave Fordham, on behalf of the judges, commented:

“This is an excellent campaign and the glass industry needs more of this level of promotion.”

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