DOWNY / MIKE IN THE WINDOW

Ahhh..clean sheet day. Your favorite day of the week. But with Downy fabric softener’s new long lasting freshness, clean sheet day can now last all week. To showcase this long-lasting freshness claim, we constructed the ultimate public test. We put Mike Birbiglia, comedian and best-selling author of Sleepwalk with Me, in Macy’s display window. In Harold Square. For a week. Live. We knew Downy could last the week, but could Mike?  This one-week guerilla campaign was streamed live online. Fans could chat with Mike online or on the street. Special guests in the window included Lena Dunham, Ira Glass, and many more.

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CASE STUDY VIDEO

VIDEO - WEB TRAILER

WEEK LONG TIMELAPSE

SOCIAL

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PHOTOGRAPHY