Unilever deodorant brand Lynx has partnered with Grammy-nominated Australian music producer FISHER to front its Fine Fragrance collection under the platform, Smell Finer Than The Finest Fragrances.
The campaign, led by Hello Social and implemented by Mindshare and FORWARD, puts Lynx in the booming premium fine fragrance market, aiming to redefine the category by offering a lineup of accessible yet high-end scents for men.
Featuring Gen Z and Y cult icon and Grammy nominated Australian producer, DJ Fisher, the creative pokes fun at fine fragrance advertising stereotypes like seductive models, abs, and majestic animals – by dialling up the ‘fineness’ to its most absurd limits.
“Lynx has always been about empowering guys, and that means evolving alongside them,” said Unilever ANZ marketing director, John McKeon.
“We’ve seen our audiences’ fragrance tastes become more sophisticated, so we’ve responded with a new Fine Fragrance collection made with premium ingredients and delivering a premium scent that’s finer than the finest fragrances.”
The launch marks a new and exciting era for Lynx, where quality and affordability meet to create premium and powerful scents. But we haven’t forgotten our roots – which is why we wanted to launch a bold and tongue-in-cheek campaign headlined by FISHER, one of the country’s most in-demand music talents.”
The collection, developed by fragrance experts, introduces six distinctive scents: Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango, and Copper Santal.
“It’s always tricky bringing together big brands and big personalities, so for us, it was about finding the overlap where they could both be at their absurd best,” said Hello Social ECD, Daniel Fryer.
“While FISHER might not be the centaur you’d take into battle, there’s no half-horse-half-DJ you’d rather party with, or smell like.”
The integrated media strategy, led by Mindshare, aims to connect with Gen Z male consumers through TV, out-of-home, audio, social, digital, and owned channels. FORWARD will further the campaign through PR and influencer outreach.
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To kick off the campaign, Lynx partnered with the PedestrianTV Awards as the sponsor of the Music category. At the event, Lynx “sniffer dogs” offered attendees the first opportunity to experience the new Fine Fragrance collection.
Lynx and FISHER also plan to launch a scavenger hunt via FISHER’s social channels, promising winners double passes to his upcoming Australian headline shows.
Smell Finer Than The Finest Fragrances marks Hello Social’s debut project since being appointed as the creative agency of record for the Lynx brand in June.
FORWARD will enhance the PR aspect by amplifying the brand’s new collection via earned media and influencer channels.
See also: Lynx appoints Hello as creative agency of record
Credits:
Client: Unilever
Marketing Director – Personal Care ANZ: John McKeon
Head of Deodorants ANZ: Sandra de Lassus
Marketing Manager – Lynx: Incara McGowan
Content Lead: Alisha Thornley
Assistant Brand Manager – Lynx: Perry Varol
Creative, Talent & Activation Agency: Hello Social
Managing Director & Partner: Sam Kelly
Director of Client Solutions: Julien Dupuche
Executive Creative Director: Daniel Fryer
Director of Talent: Melissa Woodward
Director of Media and Marketing Science: Daniel Hill
Client Lead: Maya Weidner
Head of Design: Seamus McShane
Art Director: Cody Waters
Finished Art: Kevin Barker
Media Agency: Mindshare
Media Strategy: Elliott Eldridge
Media Connections Planning: Laura Fell, Rasmika Sukha
Media implementation: Emily Harris, Oliver Poiner, Navzeeth Bijayananda,Chloe Paul, Matilda Thorpe, Oliver Hallstrom, Helen Alexander
PR Agency: Forward PR
General Manager: Caroline Lovejoy
Account Director: Elle Reid
Account Manager: Bronte Mather
Film Production: We Know Video
Founder & CEO: Jack Shanahan
Director: Luke Brown Producer: Kezia Suryaputra
Production Assistant: Joselle Taiapa
Dop: Mark Desiatov
Camera Assistant: Lachlan McGilp
Gaffer: Benjamin Russell
Best Person: Mungo Heath, Jake Leskarac
Production Designer: Cloe Jouin
Art Assist: Carl Dorian
HMUA: Emma Louise
Sound Recordist: Paul Jones
VFX Supervisor: Andreas Wanda
Editor: Luke Brown
Colourist: Tim Wreyford
Sound Mix: James Martell
VFX Production: Atmos
Audio Production: Zig Zag Post