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.