To promote the launch of the new body spray Lynx Ice Chill, Val Morgan, Fandom, PHD and Unilever have joined forces to create an Australian-first, cinema and digital campaign.

The campaign carries a key message of “you’re hotter when you’re chill”, and will feature a series of six brand funded content videos across Fandom and the Val Morgan cinema network from today.

Targeting the demographic of male Generation Z’s, the videos will focus heavily on gaming and pop culture, including phenomenons like Game of Thrones, Mario Bros and Fortnite.

In addition to the video content, the campaign will be amplified via a movie marathon that will be held across HOYTS cinemas in Sydney, Melbourne and Brisbane showing the latest action hero blockbusters with some iconic films now part of mainstream pop culture.

Val Morgan CEO Dan Hill said: “PHD and Lynx were able to utilise the large audience reach of Val Morgan and Fandom, whilst simultaneously engaging people who are passionate about movies, gaming and entertainment.

“The Lynx campaign is a great example of brand funded content, traditionally seen only online, now leveraging an offline audience via cinema”.

PHD group business director Kathryn Furnari commented: “Val Morgan and Fandom have delivered a strong solution by creating custom content that can be broadcast at scale not only across the small screen but also the big screen, nationally.

“PHD was thrilled to deliver Unilever with an Australian first to launch their new product”.

Lynx brand lead ANZ Marc Holloway added: “As we know, the Gen Z audience is hard to reach.

“Following the success of our Lynx Australia campaign, we partnered with Val Morgan and Fandom knowing they could help us reach our target audience in a relevant and engaging way through local creative that resonates.

“We are excited to see our content amplified across digital and cinema”.

The first of the six videos will launch today, and others will run through the end of July 2019.