We decided our experience was going to be for children in need, donating clothes washed with Downy to them, because this could have a link with our brand. But how to do it? Searching for inspiration, we found the machine that made figures with foam, and the idea came alive. What if we created our own machine, that exchanged real clothes for softness in the form of those clothes and left a good experience for children in general? We named it 'Downy Softness Exchange Machine', the client loved it, and all the children that were exposed to it, too.

For the client, because we presented a goodwill creative experience and goodwill is something they have always been interested in linking their brand with, and the concept of the machine linked the brand benefit with the goodwill benefit in a very natural way. For the consumers it was intriguing first when we invited them to a softness exchange, and when they saw the machine, children went crazy with it and tried to donate more and more clothes. We touched thousands of children’s lives who will never forget they donated clothes for those in need, having softness in exchange.