Shortlist
Award
Downy's Almost Scandalously Soft Stories
Downy
USA
2026
Share:
To see entry media,
create an account
or
log in.
Logging in grants access to Advanced Search
and more Entry Details.
The Dragon's Bed...The Dragon's Bed...
An Eternal Slumber...An Eternal Slumber...
The Other Bed...The Other Bed...Entrant Company
Saatchi & Saatchi
Entry Type
Product/Service
Launch Country
United States
Program
Clio Awards 2026
Medium Type
Professional
Medium
Social Media Craft
Category
Copywriting
To launch Downy Gentle—a product that makes sheets impossibly soft with an indulgent scent—we tapped into millennial moms’ latest indulgence: smut.
We created Downy’s Almost Scandalously Soft Stories: a series of four immersive audio stories all about that perfect kind of night.
We partnered with romance novelists to write four genre-specific stories, each tailored to a different audience. And to bring them to life, we enlisted one of the smoothest sounding voices in Hollywood: Henry Golding.
We entertained our target audience and organically captivated them with not just audiobooks, but 18-minute Downy ads in disguise.
Executions
To see entry credits,
create an account
or
log in.
Logging in grants access to Advanced Search and more Entry Details.
Duplicate statues available now
Buy a Statue in
Social Media Craft
to Celebrate Your Team
Related Winners
Entrant Company
Publicis Toronto
Medium Type
Professional
Medium
Creative Strategy
Launch Country
Canada
Entrant Company
BBDO Chicago
Medium Type
Professional
Medium
Experience/Activation
Category
Gaming
Launch Country
United States
Shortlist
Clio Awards
Brihanmumbai Municipal Corporation
India
2026
Entrant Company
FAMOUS INNOVATIONS
Medium Type
Professional
Medium
Print
Category
Print Collateral
Launch Country
India
Fashion and Beauty
by David Gianatasio
by David Gianatasio
Fashion and Beauty
by David Gianatasio
by David Gianatasio
Fashion and Beauty
by Shahnaz Mahmud
by Shahnaz Mahmud
Culture and Creators
by T.L. Stanley
by T.L. Stanley
