P&G’s Gain brand brought joy to New Yorkers’ daily laundry experience recently with the help of Latin Grammy-nominated singer Leslie Grace and non-profit group Portraits of Hope. The P&G brand unveiled its “#MusicToYourNose Laundromat Takeover” in which it transformed six laundromat locations throughout the Bronx, Washington Heights and Spanish Harlem into colorful, multidimensional art created by community residents and school children.
Bronx-born Grace was on hand to help bring attention to the community beautification project and to surprise her hometown community with a celebratory pop-up concert which included the exclusive debut performance of her latest single.
“It’s no secret that we all have to do laundry and these vibrant community-created art projects have definitely turned ordinary laundromats into something truly special. You just can’t help but smile when you see them,” said Grace.
In addition to experiencing the art and pop-up concert, residents also had the opportunity to take selfies in the art installation and enter to win the Gain #MusicToYourNose Instagram Sweepstakes. P&G also handed out Gain Flings!, the brand’s new single-use detergent pacs.