Downy Fabric Softener has built a giant art gallery in the middle of Grand Central Station in New York.
Rather than use a traditional branded message to advertise their fabric softener, Downy created a visual experience for commuters featuring a series of images that reflected soft, fresh places.
As commuters entered the gallery, the Downy team distributed collateral about the exhibition to let commuters know what the artworks were all about.
Truly a gift for the senses that will only deepen the connection Downy customers have with their fabric softener.
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