Creative Director: Dominik Nghia Do

Copywriter: Nguyen Hoang Vu

Art Director: Touzu

Background: From a basic fabric softener line, Downy Sunrise Fresh evolved with an innovative technology called “Sweat Activated Freshness” – the more you sweat, the better you smell. Sport, or play in general, is therefore a perfect territory for the brand.

Key message: Real childhood gets sweaty.

Creative strategy: Tap into Vietnamese moms’ overprotective nature, while taking advantage of the country’s U23 football team fever.