Imagine a night-time street full of people wearing neon coloured sunglasses all pointing and staring enthusiastically at an average looking house. This is the first invisible outdoor campaign. Thankfully, we’re going reveal all...
Video: "Lynx Anarchy" by Soap Creative, Sydney.
Lynx “unleashed the chaos” in a town house to a bunch of willing voyeurs in Sydney, with the first ever invisible outdoor campaign to mark the launch of the new ‘Anarchy’ range of toiletry products for both men and women.
Created by Sydney agencies Soap Creative and Finch, the engaging and interactive campaign involved setting up LCD screens in the windows of the house. To the naked eye, the screens appear to be blank. The only way passers-by could understand what was going on was to put on polarised sunglasses, which were being handed out on site.
Only then would they witness the chaotic tomfoolery going on in the windows of the house; from a dog swimming in a flooded room, a clapping monkey in another - to a couple having their own risqué foam party.
Video: Lynx "The Chain" by BBH, London shot by award-winning director Tom Kuntz, best known for his work on Old Spice’s “The Man Your Man Can Smell Like” campaign.
Lynx "Angel Ambush" by Grand Visual.
Lynx "Unleash the Chaos" campaign ad by BBH, London.
The campaign reminds audiences of the mischievous character that makes this Unilever brand so memorable. In campaigns earlier this year, the range is shown to make men and women irresistible to each other.
In the TV spot “The Chain” by BBH, London, we see both sexes causing chaos in a series of situations because of the intense attraction caused by the fragrance. From a waiter dropping everything he’s holding to a man in a wheelchair accidentally creating a massive pile-up.
We have seen Lynx embrace the digital aspect of outdoor campaigns - for instance, the augmented reality campaign by digital production company, Grand Visual, in London’s Victoria Station for the ‘Excite’ product range.
It was the first time such a campaign ran on a large format digital billboard which allowed commuters to see a Lynx ‘Angel’ fall out of the sky and land next to them on the screens.
The multi-platform campaign also made an appearance on the first ever touch screen enabled bus shelters in Russia. Travellers could interact with the angels and sign up for email content.