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
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]