LYNX Put Musos, Smells, Confetti And Fans In A Pitch Black Theatre For An Experiential Stunt

LYNX Put Musos, Smells, Confetti And Fans In A Pitch Black Theatre For An Experiential Stunt
SHARE
THIS



What happens when you put stellar musos, confetti cannons, a shitload of bubbles, LYNX aromas and a bunch of people in a pitch black room?

Well, you’d get the ‘LYNX Pitch Black’ event.

Taking a new twist on the experiential side of marketing, LYNX made sure guests were treated to a unique performance of Aussie band Seekae, along with a number of other multi-sensory experiences, in a one-off show.

Directed by Christopher Hill (Cut Copy, Midnight Juggernauts, Architecture In Helsinki) and co-produced by EXIT Films in partnership with VICE’s music channel Noisey and LYNX, the footage was captured at the event in Sydney’s Seymour Centre.

Using techy camera tools including Infrared, Thermal and Night Vision shot through the dark, the video captured an auditorium full of interactive dancers, CO2 cannons, a dog, UV bubble machines, curtains of confetti, Seekae fans, and more.

“It was really exciting working on something that was in essence extremely unpredictable… I really wanted to maintain that feeling of delving into the unknown. We didn’t know how the audience was going to react. The end result seems to walk a fine line between reality and fantasy,” Hill said.

“Myself and the team at EXIT spent a lot of time researching the cameras… to see the subtleties of how each camera worked without visible light. Thermal imagining in particular is so bizarre… it’s like looking at a different reality.”

Flipping the live setting on its head and putting a crowd in the dark was a concept borne from LYNX’s current LYNX Black campaign which champions the idea of stripping things back to their purist form.

“When we launched the understated LYNX Black fragrance in March this year, we wanted to create experiences that mirrored the philosophy that sometimes less is more – whether that be in fragrance, style or music,” LYNX brand manager Michael Coden said.

“Seekae’s ‘LYNX Pitch Black’ performance delivered on that – taking away the audience’s vision, and performing a pretty electrifying set entirely in the dark.”

Seekae’s Alex Cameron added, “LYNX Pitch Black was a singular experience for us as a band. Playing in total darkness, even with night vision goggles, we found ourselves relying on instinct and touch to execute the performance.

“There’s no preparing for that kind of thing. It was odd, and a lot of fun.”

Client: LYNX
Producer: VICE / NOISEY / EXIT Films
Director: Christopher Hill

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Red Agency Bolsters Sydney Team
  • Media

Red Agency Bolsters Sydney Team

Judging by the image, it seems Red Agency may have had no staff whatsoever prior to this hiring spree.

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.