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Downy (P&G) was launching its concentrate in the region, a solution which has freshness capsules that block surrounding malodours for 24 hours, giving clothes “just-washed freshness all day”. The product sounded like a fairytale; and that’s what inspired our winning pitch platform: Freshness Ever After.
Our launch campaign was made up of a series of modern-day fairy tales that rhyme, featuring everyday heroes who beat their freshness woes thanks to Downy.
It begins with the film shown here, which introduces the product itself. The tales featuring different heroes that follow are currently in the final stages of production.
The 30” film shown here is Downy’s highest performing ad in the region over the past 5 years.