According to a study conducted by Censuswide, 60% of cat owners would dump a partner their cat doesn’t like. So last week, Lynx and LOLA MullenLowe introduced Lynx with Catnip, the first-ever body scent infused with catnip, the scent that is irresistible to cats.
Then, to prove that its product works, Lynx took over Crystal Palace Park, a site with a deep-rooted connection to the cat community. As the birthplace of the National Cat Club and home to many cat colonies over the years, it was the perfect place for a unique OOH activation – a billboard that attracts cats.
The billboard was installed with devices that sprayed the Lynx fragrance. The result? A crowd of curious kitties arrived, proving once and for all that Lynx’s newest scent is irresistible – not just to humans, but to their feline friends too.
“A strong idea like Lynx with Catnip gives us the freedom to bring it to life in countless ways – through film, OOH activations, audio, guerrilla tactics, social media, and even more unexpected executions on the horizon,” stated Tomás Ostiglia, executive creative director at LOLA MullenLowe.
With Lynx with Catnip, people now have a way to beat the odds and earn the toughest approval.
“Lynx has always been about attraction in its purest form, and this activation brings that idea to life in an unexpectedly fun and engaging way,” added Caroline Gregory, AXE global brand director.
Credits:
Client: Unilever [Lynx]
Global Brand Director: Caroline Gregory
Global Brand Manager: Matthew Yocum
Global Assistant Brand Manager: Gareth Roberts
Lynx Marketing Manager: Josh Plimmer
Unilever PC Head of Media: Clare Fineberg
Unilever Global Head of Safety, Environmental & Regulatory Science: Julia Fentem
Regional Senior Advertising Producer Unilever: Attilio Gianfrancesco
Unilever R&D: Benjamin Liu Fragrance Development team: Tagasako
Lead Agency: LOLA MullenLowe
Executive Creative Director: Tomas Ostiglia
Creative Directors: Jorge Zacher, Dante Zamboni
Social Creative Director: Maria García Campos
Associate Creative Director: Diego Vieira
Copywriter: Marcos Colombres, Josefina Mateo
Art Director: Fabio Tridenti, Ezequiel Scarpini
Social Media Creatives: Alexander Peck, Ben Willis
Social Media Manager: Ana Teijeiro
Social Visual Designer: Rodrigo Muñoz
Global Business Director (IPG): Federico Duberti
Managing Director: Tom Elliston
Account Director: Cristina Panea
Account Manager: Paula Portela
Head of Production: Felipe Calviño
Producer: Marina Saro
Special OOH Build Companies: GroupM OOH & Ambient WW
Active Creative Account Director: Mei Wu
Creative Campaigns Manager: Laura Stiff
Client Services Director: John Dick
Production House: Canadá
Photographer: Celina Martins
Executive Producer: Victor Mata
Producer: Christy Alcaraz
Wardrobe: Violeta Comella
MU & Hair: Andrea Trenado
Production House Case Study: 1stAveMachine
