Brands keep finding new taboos to break and now Lynx is launching a fragrance especially designed for down there. Because, the brand says, “smelling good should never have limits”. Of course, the new product is also for other places that tend to stink – because, and again, using Lynx’ words, “confidence isn’t just a state of mind. It’s a full-body experience”.
LOLA MullenLowe and director, Lionel Goldstein, do the heavy lifting again for the launch with a series of three attention grab, 10-second micro-ads – snackable, high-impact content – plus memorable Lynx humour – designed to hit hard, fast, and everywhere.
The launch spots will be followed by more entertaining, walk-on-the-wild side, laugh-out-loud moments.
“This campaign proves that no matter the length, great storytelling and sharp humor can make an impact everywhere,” stated Tomás Ostiglia, ECD at Lola MullenLowe.
“Young guys told us they wanted a solution that was suitable for their private parts, so we created a lower body spray that is alcohol free with a gentler formula and subtler scents. At the same time we wanted to have some fun reminding guys that with our regular Lynx Body spray you can smell great everywhere else,” added Caroline Gregory, global brand director for Axe/Lynx.
Credits:
Client: Unilever [Lynx]
Global Brand Director: Caroline Gregory
Global Brand Manager: Francisco Cevasco
Global Brand Manager Assistant: Florencia Villar
Global Lead Social: Claire Linturn
Regional Advertising Producer Unilever: Attilio Gianfrancesco
Lead Agency: LOLA Mullenlowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Dante Zamboni, Jorge Zacher
Social Creative Director: Maria García Campos
Creative team (Basket, Boxing): Koke Domínguez, María Báguena
Copywriter (Cinema): Kiki Holshuijsen
Social Media Manager: Ana Tejeiro
Digital Creative team: Alexander Peck, Blanca López, Lara Ramirez, Rodrigo Muñoz
Managing Director: Tom Elliston
Account Director: Carlos Solchaga
Account Manager: Paula Portela
Head of Production: Felipe Calviño
Producer: Marina Saro
IPG Global Global Business Director: Federico Duberti
Production Company: CZAR
Director: Lionel Goldstein
Executive Producer: Eurydice Gysel
Producer: Lander Engels
DOP: Grimm Vandekeckhove
Set Designer: Isona Rigau Heras
Service Production: Tickle
Post Production Coordinator: Bieke De Keersmaecker
Editor: Manu Van Hove
Online Editors: Dries Derycke, Elke D’haese & Stijn Van Assche
Sound Design & Mix: Senjan Jansen, Bert Aerts @ Senstudio
Music Company: Big Sync Music
Global Head of Search & Licensing: Lisa James
Senior Music Supervisor: Alicia Leinot
