Lynx has teamed up with Australian NBA star Dyson Daniels for a new campaign via Thinkerbell, turning the basketballer’s chiselled physique into an unexpectedly extravagant fragrance holder.
The campaign promotes Lynx Fine Fragrance and takes aim at the conventions of the luxury fragrance category, where elaborate bottles and premium packaging are often used to signal exclusivity.
At the centre of the work is the Lynx Dyson Daniels Fine Fragrance Holder – a custom-made, oversized object modelled from Daniels’ fingertip to chest, designed to house an everyday can of Lynx and make it look considerably more expensive than it is.
The deliberately absurd product aims to reinforce the campaign’s proposition that consumers can smell premium without paying a premium price.
Thinkerbell also partnered with creator duo The Macfarlane Bros on the social-first campaign, with Daniels appearing in content defending young men’s right to smell expensive without the luxury price tag.
Dave Rebetzke, marketing manager at Unilever, said the partnership was designed to connect with younger consumers through culture and sport.
“Young men want to look and smell great without being priced out of high-end fine fragrances,” Rebetzke said.
“Partnering with Dyson Daniels allows us to show up authentically in spaces Gen Z cares about, proving that luxury-quality fragrance doesn’t require a luxury price tag.”
Thinkerbell head tinker Cat Williams said the oversized holder was intended to bring a dose of humour and cultural relevance to the category.
“In the world of fine fragrance, elaborate bottles are usually reserved for luxury perfume houses,” Williams said.
“Moulding a custom holder off NBA defensive star Dyson Daniels was a fun way to bring some oddity and cultural clout to Lynx Fine Fragrance. It’s absurd, single-minded, and gives guys a way to smell like a million bucks for a fraction of the cost.”
Perry Varol, brand manager for Lynx at Unilever, added: “Smelling incredible shouldn’t feel like an exclusive club with a velvet rope.
“Dyson Daniels moves with swagger and style, making him the perfect partner to show young guys that premium, head-turning scents are fully within reach.”
The integrated campaign spans earned media, social teasers, digital and in-store activity, as well as a live meet-and-greet with Daniels at Chemist Warehouse in Melbourne.
The work was created by Thinkerbell, with production handled by WPP Production and media by Mindshare.
Credits
Client: Unilever
Creative and earned agency: Thinkerbell
Production: WPP Production
Media: Mindshare
