We brought together, Glad's product engineers and the lead industrial designer to ensure that this new product would not only be functional but also aligned with the brand’s values. We then went to SXSW (South By South West), a festival where the best of music and innovation come together, and we gave the tents away to fans who would actually use the tent to camp out during the festival and later convert the tent into a trash bag to throw away all the waste they generated during the festival.