Results and Effectiveness

The discourse created by the technology had an explosive effect on LYNX’S social media channels. LYNX is now a brand targeted to young people, and not just young men. We went into the right neighbourhood at the right time with something no one had seen before and started a conversation. Combining the giveaway of sunglasses with the product meant that people who wouldn't have normally stopped heard the story. For LYNX it was the right blend of Anarchy by bringing together HIM+HER. 5,000 sunglasses handed out 10,000+ passersby witnessed the chaos 43,000 new Facebook likes 400,000+ YouTube views

Creative Execution

We wanted to catch our target market where they hang out. We found a terrace house between a speakeasy, a Laundromat that has been converted into a trendy bar, and one of those hipster joints with no front entrance and opened up the windows to put on a show. LCD Televisions were modified to project glaring white light for the average passerby. By connecting with LYNX and putting on the sunglasses, soap sud levels rose and fire burned, but none of these perils was a match for LYNX Anarchy, which, in the midst of it all, was drawing together three scantily-clad couples. Everyone was treated to a can of LYNX Anarchy and more interestingly, we engaged key influencers and got females to look at the brand in a new way.

Insights, Strategy and the Idea

The objective was to launch the new LYNX Anarchy body spray for HIM+HER. The brand needed young females to take notice of their first female fragrance, being previously associated with only male scents. The essence of this campaign was to create an interesting and unusual way in which the audience could interact with the product via the technology involved. The launch of a global campaign to “Unleash the Chaos” supported by local activations was the driving force behind the installation, inciting the voyeuristic instincts of the viewers. The chaos was literally unleashed when the audience put on the LYNX glasses.