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.
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