Downy
Clean Sheet Week
Ahhhh, clean sheets.
What’s better than jumping into clean sheets? We all love clean sheet day, but when Downy launched a new fabric softener that was 7x stronger we were now able to enjoy clean sheet day all week. To prove out the freshness of Clean Sheet Week, we partnered up with Macy’s and comedian Mike Birbiglia to live, and sleep, in a department store window, for seven days.
We constructed a bedroom set—where he actually slept—with four streaming cameras to capture everything live. Mike brought in people off the street along with his celebrity friends like Lena Dunham, Ira Glass, Michael Showalter and Michael Ian Black. Fans online could interact with Mike via social media.
Clean Sheet Week
Worst celebrity endorsement ever.
To seed the campaign, we launched multiple videos on Facebook about Mike's preparation for living in the window. We played up the absurdity of the event as well as the fact that Mike is probably the worst choice for a fabric softener spokesperson, ever. This set the tone for the rest of the week because the audience—mostly moms—came out in droves when we solicited their feedback. This positive response gave us the latitude to write humorous bits that were breakthrough for the category. The product benefit was inherent in the idea, but to keep people interested we had to keep them entertained. We captured hours of footage, which was edited on the fly, and blasted out in “best of” segments throughout the day.