Campaign Summary
In order to successfully launch new body spray Lynx Instinct, we had to bring out the caveman in teenage boys across Australia. That may not sound hard, until you consider the target species’ nomadic nature. So we approached them in their natural habitats – ranging from MySpace, Facebook and YouTube through to gaming, men’s mags and cinemas – to send out the call on behalf of Lynx Instinct. The result is an integrated campaign featuring a multiplayer game that is as popular as it is addictive. The lesson? These days, even going back to the Stone Age means embracing the power of digital.