When Lynx (aka Axe) launched its body spray for “down there”, Lynx Lower Body Spray, LOLA MullenLowe knew it had to make a real buzz to claim the space with a launch no one could ignore. So the agency leaned into men’s most natural instinct for the launch campaign, scratching their balls.
No tester strip. No sampling booth. The campaign invited men to do what they’ve always done, scratch and sniff (you know where) – on giant Scratch & Sniff billboards. The idea is cheeky, irreverent, and unmistakably Lynx.
At first glance, the billboards look like classic underwear ads: black and white, sculpted abs, tight boxer briefs. But printed directly onto the briefs is something unexpected: scented ink. Thanks to microencapsulation technology, rubbing the print releases the actual fragrance, turning the billboard into an instant product demo…through the most instinctive motion in the male playbook.
“Our audience has evolved. They want to smell great everywhere, and they appreciate humour, boldness, and honesty,” stated Tomás Ostiglia, executive creative director at LOLA MullenLowe.
Launched in London and across men’s lifestyle magazines, the campaign is already turning heads, raising eyebrows, and setting social feeds ablaze.
“This billboard is more than a stunt, it’s a demonstration of the product’s purpose, and a celebration of confidence in its most unapologetic form,” added Caroline Gregory, global brand director for Lynx.
Client: Unilever (LYNX/Axe)
Global Brand Director: Caroline Gregory
Global Brand Managers: Gareth Roberts, Matthew Yocum
Global Lead Social: Claire Linturn
Regional Advertising Producer Unilever: Attilio Gianfrancesco
Lynx Marketing Manager: Josh Plimmer
Lead Agency: LOLA MullenLowe
Executive Creative Director: Tomás Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Creative Team: María Báguena, Koke Domínguez
Head of design: Juan Sebastián Moreno
Designer: Maria Sancho Suay
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Cristina Panea
Account Supervisor: Paula Portela
Head of Production: Felipe Calviño
Producer: Marina Saro
Production Company (stills): The Producer
Executive Producer: Irene Paz
Photographer: Alberto Van Stokkum
Vídeo Operator: Pablo Garcia
Retouching Dinamita Estudio
Media Agency: Mindshare
Special Build OOH Agency: Kinetic
Production Company (case study film): LS Productions
