THE INSIGHT
We all use Downy for softness, but its product line does much more. It keeps clothes fresher for longer, helps prevent stretching, and helps keep other odors from seeping in.

THE WORK
To help people understand that your laundry is never fully washed when you leave out Downy, we launched the "Half-Washed" campaign in the fall of 2017. It began a massive brand refresh for Downy, moving the brand's tone towards humor with self-awareness, and was one of the longest-aired campaigns the brand kept refreshing for many seasons.