In an effort to introduce the new package design of its fabric softener Downy to the public,  P&G has launched a campaign on the edge of digital and celebrity marketing. In cooperation with New York Macy’s it announced Clean Sheet Week featuring American comedian Mike Birbiglia.

During this week Mike has been living in a window of Manhattan’s Macy’s so every New Yorker may come to check out how he lives. At the same time, he enjoys his bedsheets cleaned daily with Ultra Downy April Fresh.

Moreover, people are also able to go online and communicate with ‘Mike in the Window’ via the Facebook fan page of the campaign.