Driving mass awareness.
Lynx wanted to drive mass awareness and desire for their new limited edition can amongst a target market of 13 to 25-year old men.
This was the first limited edition product Lynx had launched in six years and the culmination of the brand’s existing three-year partnership with Anthony Joshua as he rose to the top of the boxing world.
We had to do something that had cut-through with our audience, which they would find cool and which, most importantly, changed their behaviour.
We needed influencer appeal, a sense of scarcity and ideally people running through the streets trying to get their hands on our new product…