ANZ shops launch Lynx Xbox

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AUCKLAND, Today: Sydney creative agency Emotive, along with NZ agencies PHD Media and Drum PR, have launched a campaign for Lynx and Xbox, with an ANZ esports competition targeted at gamers to find the ultimate ‘Lynx Legend’.

In NZ, the campaign will air from mid-September on Three, Bravo and Sky Sports, plus social, and further amplification via PR. The ads celebrate the Lynx Xbox deodorant & body wash range.

The gamer to come out on top will win an aexpenses-paid, VIP trip to the PAX gaming event in the USA later this year.

The new variant of daily fragrance body spray, antiperspirant and shower gel builds on the Lynx ‘confidence’ brand proposition and is the latest work from Emotive following the successful launch of Lynx Australia and Lynx NZ, featuring Kiwi star Julian Dennison.

The launch film is accompanied by a suite of short-form ads, including 30”, 15” and 6”.

Recognising that gaming is an important passion point among Lynx consumers, Lynx has partnered with gaming powerhouse Xbox to drive engagement with their core Gen Z and Millennial target audience.

The four minute launch film, created specifically for the teenage male gamer audience and fine-tuned for social distribution, shows that in the world of video games, even the most insurmountable challenge can be overcome with the help of next level confidence.

The Lynx Xbox launch film is accompanied by a suite of short-form ads, including 30”, 15” and 6”.

Emotive CD Zane Pearson said: “We had to combine two unrelated brands into a narrative-led film that lands the Lynx confidence platform in an emotive way. Gaming means everything to this audience, so the opportunity to combine the tropes of the gaming world with Lynx was incredibly exciting, but equally challenging to ensure genuine gaming authenticity.”


Client: Unilever
Unilever Marketing Manager, Deodorants: Scott Mingl
Lynx Brand Manager: Marc Holloway
Lynx Assistant Brand Manager: Maxine Townley

: Xbox
Marketing Lead AU/NZ: Julia Lehepuu

Creative and Production: Emotive
CEO: Simon Joyce
Chief Strategy Officer: Tyler Wilson
Business Director: Marshall Campbell
Group Creative Director / Director: Zane Pearson
Senior Creative/2nd Unit Director: Rory Pearson
Additional Writer: Nathan Burley
Senior Producer: Fiona Patterson
Assistant Producer: Michael Hollis
DOP: Simon Ozolins
Editor: Sam Gadsden
Media Agency: PHD
Visual Effects: Blockhead VFX
Sound Composition and Design: Rumble Studios
Motion Graphics: Chris Angelius
Colour Grade: Scott Maclean

PR: Drum Agency NZ

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