creative content director
Downy | P&G | 2025 | Grey Brasil
Content Director: Bruno Borghi
To launch its new scent-lock formula, we turned a TikTok insight into the concept 'Smell Good, Show Up'. The activation took place at Sephora's Halloween, the internet's most famous party, with a squad of the best-smelling influencers on the internet.
The result? The brand became a trend, generated millions of spontaneous reactions, and, on top of that, managed to connect Downy, Brazil's most-loved fabric softener, with Gen Z, an audience that had been a challenge.
Downy Fixa Perfume | Halloween da Sephora
Downy | P&G | 2025 | Grey Brasil
Head of Content: Bruno Borghi
Downy faced the challenge of showcasing the different fragrance intensities in its portfolio. To do this, we created the concept 'From a soft touch of scent to an intense fragrance, it's Downy'. The social-first campaign paired celebrities with opposite 'intensities' in fun, humor-filled dynamics.
The result? Not one, but two internet hits, with millions of views, countless comments, and the highest retention rate in the brand's history.