When we started working with Lynx in 2015, the brand had a serious legacy problem to address: teenage boys, 1990s lad culture and ‘those ads’. In short, media, opinion formers and consumers thought it was a bit embarrassing and dated. We had to make it relevant to a new, more socially conscious audience.
Let’s use Lynx a force for good, to address and challenge the issues around toxic masculinity. Our mission was for the brand become a facilitator for a new generation of young men to express themselves. In doing so we can elevate the brand to something more premium, provocative and purposeful.
We partnered with men’s mental health charity CALM for the #BiggerIssues campaign to turn the taboo issue of male suicide into a national talking point. The campaign won support from Prince William and politicians across the spectrum and a Cannes Lion for its engagement with young men.
Meanwhile, we produced and scripted a content piece with ambassador Anthony Joshua, which addressed his own issues around confidence and self-esteem. Unilever liked the resulting film so much they ran it nationwide as a cinema ad. The strategy saw us take the brand ‘from the teenage bedroom to the young man’s bathroom’ and its purpose transformation was heralded by some of the brand’s former critics in national media.