Lynx Australia
Find Your Aussie Magic

Brief
Reconnect Lynx with its heartland audience of Gen Z males through the launch of its new product, Lynx Australia (whilst staying true to global brand guidelines).
Insight
Social media, bullying and FOMO – has lead to an epidemic of self-doubt for teenage males across Australia.
Strategy
Nothing is more attractive than confidence. But social media, bullying and FOMO had lead to an epidemic of self-doubt for teenage males across Australia. So, instead of promising sexual attraction as Lynx had for years, we offered our audience what they were more in need of, confidence.
Idea
LYNX Australia gives you the Aussie ‘magic’ to be confident… even if you’re a Kiwi.