Big Idea: In the print ads, the big idea highlights “unwanted wrinkles at unwanted times” through humor by showing the audience what their life might be like without the use of Downy WrinkleGuard. With the tagline “Avoid Inappropriate Ironing,” this series of ads hit on the humorous tone used in past Downy campaigns but with a fresh perspective. Without Downy WrinkleGuard detergent, consumers would be stuck to traditional ironing, which is not time efficient nor lasting through the unexpected busy days our target consumer is having. By showing the consumer funny scenarios where people should have just used Downey WrinkleGuard, instead of pulling out their iron on the go, the big idea will be eye-catching, humorous and on-brand.

Big Idea: With the billboard series, the big idea of “unwanted wrinkles at unwanted times” takes a heart touching approach by pointing out situations where wrinkles are wanted. Not all wrinkles are considered bad wrinkles in life and the billboard series points out those nice, cute, wise and happy wrinkles that come from the joyful things in life. Yet in the end, not all wrinkles are bad except when they are on your clothes and this campaign will remind consumers of the time when wrinkles are indeed unwanted.

Our billboard campaign could stand alone, but when in a series or pairs they work more effectively.  The first three billboards will focus on the message of “Not all wrinkles are good,” and the final billboard wrapping up the story, bring it back to wrinkles clothes.