Whenever you rub any clothes washed with Comfort clothes softener, it releases an extra burst of “freshness”. The campaign idea was called ‘Do the moves’; a catchy song & dance routine that release the freshness, performed by a new “Clothworld” character - Filmore Fresh. Not only could you learn the dance moves or download the song from the website, you could also put yourself in a customised Clothworld and share with your friends or download as a wallpaper.