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Creative Award
Paris, France
Lynx/Axe (Unilever) - "Lynx extramaterial" by PHNX Awards 2021

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TitleLynx extramaterial
Agency
Campaign Indoor Ads
Advertiser Unilever
Brand Lynx/Axe (Unilever)
Date of First Broadcast/Publication 2021 / 3
Product Other FMCG
Business Sector Toiletries
Story The first ever indoor campaign was born. In lockdown, Lynx offered to pay people to display one of their branded ads in their homes and then share them with the world through Instagram. After all, millions of people were seeing stuck-at-home selfies and rooms through zoom every day—what if the brand could use those interiors as media, and appear in their backgrounds? Through an online store, we supplied Lynx ads as pillows/stickers/cases/magnets that consumers could order for free. Young Britons’ bedrooms then became branded billboards and their kitchens Lynx commercials, directly connecting the target with our communication, as well as their followers. These guys became paid influencers for a brand they love, which in turn challenged the concept of social media monetisation—now, anyone could be a “Lynx-fluencer”.
Media Type Case Study
Production Company
Brand Director
Brand Manager
ASSISTANT BRAND MANAGER
Brand Specialist
Brand Manager
Executive Creative Director
Creative Director
Head of Production
Copywriter
Creative Team
Client Services Director
Account Supervisor
Creative Lead
Art Director
Creative Team
Social Media Strategist
Head Of Planning
Creative Director
Director
Producer