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
Independent Media Agencies of Australia (IMAA), the national, not-for-profit industry association for the independent media agency industry, today announced a new Board of Directors and a changing of the guard as the industry body enters its fourth year. Lead Image: 2023 Leadership Team The IMAA was founded in 2020 by five independent media agency directors […]
With the “Louie The Flyhunt” campaign, Australians are invited to participate in a unique experience that combines traditional manhunt tropes with cutting-edge technology. Set against the backdrop of the opening of Australia’s fly season, Mortein’s campaign features the notorious Australian icon, Louie the Fly, as the target in a thrilling fly hunt. Wanted posters featuring […]
Social Indigenous Enterprise We Are Warriors (WAW), supported by creative innovation studio R/GA Australia, has been selected to produce the City of Sydney’s New Year’s Eve Calling Country live performance as part of the 9pm firework show. Lead image L-R: WAW co-founders Ben Miles & Nooky. The performance will feature a special Welcome to Country […]
With just over 24 hours to go until the world premiere of Addy Lala and the Mood Tea Thieves, limited tickets are still available for the pantomime, which will run for one night only at the Everest Theatre in Sydney’s Seymour Centre on December 5th. All in the industry are encouraged to come along to […]
2045, a Melbourne-based creative agency founded by Tim Evans and Nick Auditore has just launched. The agency takes its name from the year futurist Ray Kurzweil predicted organic and artificial intelligence would converge. Lead Image: 2045 Team Evans was formerly a Partner and Executive Strategy Director at DT (now AKQA), before co-founding B.B.E in 2015. […]
The National Breast Cancer Foundation has been announced as the Charity Partner for Sydney New Year’s Eve. The Australian not-for-profit organisation is represented by the pink ribbon and raises money to fund world-class research towards its vision of zero deaths from breast cancer. Research that saves lives through a better understanding of how to prevent […]
This holiday season, Emporium Melbourne has announced its festive creative campaign that celebrates and encourages the Melbourne community to embrace their personal ‘untraditional traditions’ – the unique traditions that make Christmas truly special for them, and their family. The campaign’s tagline, “Every tradition starts somewhere”, reflects Emporium’s commitment to embracing, inspiring and applauding diverse traditions […]
Reddit has announced updates to its new ads placement with Carousel Ads and Product Ads. These new units, placed in the heart of Reddit discussions, provide an even more dynamic and compelling way for advertisers to scale to relevant audiences, deliver deeper value to users, and drive stronger, full-funnel performance among the hundreds of thousands […]
Automotive Network Drive has announced its 2024 upfronts, its biggest in more than a decade, with a suite of more than 12 new products that underpin its vision to be the number one automotive network in Australia. Now in its 27th year and with a monthly audience of 2.45 million, Drive is leveraging its reputation […]