Downy Partners with Gen Art to Launch 'Feel More' Films and Contest

Downy Partners with Gen Art to Launch 'Feel More' Films and Contest

Winning Filmmaker to be Announced During Live Broadcast of the People's Choice Awards on January 7, 2009

CINCINNATI, Dec. 11, 2008 /PRNewswire/ -- In support of its new "Feel More" marketing campaign, Downy, in collaboration with Gen Art, the leading arts and entertainment organization dedicated to showcasing emerging talent, is challenging four filmmakers to create vignettes that inspire a deeper appreciation for the present. These one-of-a-kind films remind people to take time during their day to stop and feel more comforted, connected, inspired and alive.

Developed to remind people that it's the small and simple actions that mean the most, the short films aim to complement Downy's new "Feel More" marketing campaign. These films will be made viewable on the People's Choice Awards voting web site, www.PCAVote.com, as part of an integration with the People's Choice Awards. Beginning Thursday, December 11 until Tuesday, December 30, visitors can log on to PCAvote.com to view the videos and vote for their favorite "Feel More" film and emotion. The winning filmmaker will be announced during the live broadcast of the People's Choice Awards on January 7, 2009.

"Throughout the years, the Downy brand has evoked certain emotional reactions and connections that, lately, are overcome by the hustle and bustle of everyday life," said Marty Vanderstelt, Brand Manager, Downy, North America. "As consumers are spending more time blogging rather than hugging, we wanted to show people that it's important to embrace their emotions and appreciate life's moments. By partnering with Gen Art and these four filmmakers, the Downy brand is encouraging people to take a moment to slow down and experience every emotion that life creates."

About the Filmmakers

Downy worked closely with Gen Art to identify four filmmakers that presented a unique style and passion that would ultimately drive the success of their films. Each filmmaker was given an emotion and asked to creatively position fabrics as a hero that enables a person to "feel more" and enjoy life's precious experiences.

"Feel More" Comforted by Anurag Mehta

Through fabrics and the power of touch, Anurag shows how comfort plays a large role in our busy lives. This film shows how taking a few seconds out of your day to help someone in need can benefit your life and the lives of many others. By extending a kind gesture to those who need it most, Anurag shows that you can feel better about yourself by making others feel comforted.

Anurag Mehta is best known for writing and directing "American Chai" - about an Indian-American college boy who pursues his rock & roll dreams. "American Chai" won the coveted Audience Award at the Slamdance Film Festival in Park City and the Gen Art Film Festival in New York. Most recently, Mehta completed the short film, "The Trident." It is one of the first narrative productions to be shot on state-of-the-art 4K digital technology.

"Feel More" Connected by Jessica Brillhart

Imagination, along with a few of your softest sheets and towels, can really take you away from reality. Jessica's short story takes a cue from childhood when a little boy builds a fort in his room that takes him, and his detached father, away and simultaneously brings them closer together.

Jessica Brillhart and her work were featured in Fox's TV series On the Lot (2007), where she was heralded by directors as one of best up-and-coming filmmakers in the country. Recently, Brillhart has completed work on a five-screen installation piece called "Water is Life" for the California Academy of Sciences Museum in San Francisco, California. Jessica formed Brillhart/Gonzales Productions in 2006, with her producer Dave Gonzales.

"Feel More" Alive by Jesse Costello

Jesse's challenge to feel more alive comes to life when a bored bachelor finds inspiration from his striped sock. Love shows its way into the character's life when he finds his equal, but, unfortunately, the same can't be said for his striped confidant.

Jesse Costello attended New York University's Tisch School of the Arts. Costello was an Online Producer in the Sony Music New Media department where he created short form videos for up and coming talent. Currently, Jesse works in New York as a Creative Producer, and his latest short film, "Straighten Up And Fly Right," was recently screened at the Dragon*Con Independent Short Film Festival

"Feel More" Inspired by Joe Wein

Joe's vignette inspires the ordinary to go well beyond the ordinary. Inspired by his son, and his cape, a father becomes a hero and a super dad with the help from a sheet.

Joe Wein has been named as a "Top 10 Screenwriter to Watch," and wrote the feature comedy "Scorched" Wein currently writes on studio projects including "Army Geek," and is directing his first feature-length film, "Juggernaut." Joe's first short film, Goldfish, won both the Jury and Audience Awards at The Gen Art Chicago Film Festival and was an official selection of The Tribeca Film Festival.

To learn more about Downy's "Feel More" campaign, please visit Downy.com. To view and vote for your favorite film, please visit www.PCAvote.com .

About Procter & Gamble

Three billion times a day, P&G brands touch the lives of people around the world. The company has one of the strongest portfolios of trusted, quality, leadership brands, including Pampers(R), Tide(R), Ariel(R), Always(R), Whisper(R), Pantene(R), Mach3(R), Bounty(R), Dawn(R), Gain(R), Pringles(R), Folgers(R), Charmin(R), Downy(R), Lenor(R), Iams(R), Crest(R), Oral-B(R), Actonel(R), Duracell(R), Olay(R), Head & Shoulders(R), Wella(R), Gillette(R), and Braun(R). The P&G community consists of 138,000 employees working in over 80 countries worldwide. Please visit http://www.pg.com/ for the latest news and in-depth information about P&G and its brands.

About Gen Art

Gen Art is the leading arts and entertainment organization dedicated to showcasing the best emerging talent in film, fashion, visual arts and music. With offices in New York, Los Angeles, Chicago, Miami and San Francisco, Gen Art has succeeded in launching the careers of many young filmmakers, fashion designers, visual artists and musicians by providing them with high-profile platforms to promote their talent. Gen Art curates the talent, then produces these programs to tastemaker, press, celebrity and industry audiences both online and off. Founded in 1993 by Ian and Stefan Gerard, Gen Art has quickly become a leader in championing the talent of a new generation and creating innovative platforms for brand partners to support the content and talent their consumers are passionate about. For more information, visit www.genart.org.

Source: Procter & Gamble

CONTACT: Alyson Mazzarelli of DeVries Public Relations, +1-212-891-0470,
amazzarelli@devries-pr.com

Web Site: http://www.genart.org/
http://www.pcavote.com/
http://www.pg.com/

-------
Profile: intent