Text messaging is often read as cold and is toneless. In commemoration of the brand’s foray into China, Downy introduced: Scent by Downy.Because scent triggers emotions and Downy Unstoppables is one of the most popular in-wash fragrance beads, the brand found a way to communicate and introduce these scents in one of the most popular forms of communications – text messaging.Partnering with a digital scent technologist in Japan, Downy chose 100 frequently texted words. These act as keywords to trigger one of the 3 scents built into the device. Simply download the app and connect your phone with the device through Bluetooth to send a text that triggers a scent.CreditsGrey GroupAnjali Jain. SVP, Regional Business DirectorDesmond Li, Senior Account DirectorChristy Leung, Account ExecutiveMichael Knox, Chief Creative OfficerChristopher Lee, Group Creative Director Jeffrey MC Wong, Associate Creative DirectorJackie Wong, Associate Creative DirectorEalon Li, Associate Creative DirectorJeffrey Wong, Art DirectorRachel Lao, Art DirectorHuma Qureshi, Regional Director, PR & Corporate Communications