LYNX Unveils New Approach In Witty Spot Via Emotive

LYNX Unveils New Approach In Witty Spot Via Emotive

LYNX has today launched the campaign for its newest fragrance, LYNX Australia, with a light-hearted creative which reignites the friendly rivalry between Australia and New Zealand, fuelled on by the inclusion of one of New Zealand’s national treasures.

Developed by content agency Emotive, the lead film stars New Zealand’s acclaimed Julian Dennison (of Hunt for the Wilderpeople fame) as a young Kiwi guy who is in awe of his older brother and his many talents, including his ability to talk confidently to girls.

In search of his secret, the young Kiwi approaches his brother and is surprised to discover that it all comes down to being yourself… and wearing the fragrance of the rival nation, LYNX Australia.

“Our aim was to stay true to the fantastic LYNX campaigns of the past and maintain the trademark irreverent humour, yet shift the focus to a more story driven and relatable space, in line with the evolution of the brand,” says Zane Pearson, director, Emotive.

“Defining ‘Australia’ for a contemporary and diverse Australian audience was the great challenge of the brief, so our approach was to avoid this by placing the focus on the friendly trans-Tasman rivalry with our Kiwi neighbours and, in so doing, elevate broader notions of confidence and success that LYNX is renowned for.”

From Sunday, 21 January to Sunday, 25 February, the campaign will run across television, cinema, digital and social, supported by a public relations campaign.

The creative, the first collaboration between Emotive Content and Unilever, sees LYNX embracing the brand’s legacy in humour and attraction.

“We wanted to use our brand’s heritage in humour and attraction to create something cheeky that highlights our country’s charm as well as the brand’s personality. Attraction is part of our DNA, and we want anyone who uses LYNX Australia (even the kiwis) to feel attractive and confident…to find their own magic,” said John Mckeon, Unilever Marketing Director, Personal care.

This launch comes off the back of a successful partnership with Movember, where sales of the limited edition Movember LYNX cans reached no.2 body spray in the male grooming category and LYNX donated $165,000 to the Movember foundation.

Credits
Client – Unilever
John Mckeon – Unilever Marketing Director, Personal Care Kristy Rutherford – Male Grooming Marketing Manager

Kate Westgate – LYNX Brand Lead

Creative, Production & Amplification – Emotive

Simon Joyce – CEO
Marshall Campbell – Business Director Lucielle Vardy & John Principe – Strategists Andrew Cameron – Creative Director
Zane Pearson – Director
Alistair Pratten – Senior Producer
James Brown – DOP
Uthayan Selvaraj – Editor
Jamie Crick – Amplification

Media Agency – PHD
PR Agency – Liquid Ideas




Please login with linkedin to comment

Emotive Lynx

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]