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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.

Hero

60″ film

30″ film