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Ideal Woman

文案cnen
The Lynx Effect
基本信息
行业: 家居与日用品
媒体:影视
时间:2000年4月28日
投放:英国
语言:英语
风格: Minimalism
说明cnen
Description / Synopsis


Beautiful women take outrageous statements to camera, illustrating their utter to the male viewer... all because he wears Lynx.

Context


When Lynx first came to BBH in 1995, the brand was widely recognised as the leading male deodorant body spray. However, research indicated that the brand image, and advertising in particular, were losing credibility with its audience and the brand was in danger of becoming ‘the Brut of the ‘90’s’.

Philosophy/Solution


In revisiting the communication model, it was clear that a new expression of seduction and masculinity was needed. We introduced a tongue-in-cheek humour to the advertising and a new, ironic expression of seduction – ‘The Lynx Effect’. As youth culture accelerated, as it became more fluid and demanding, Lynx also had to evolve beyond its existing ad formula of just one theme campaign a year. ‘The Lynx Effect’ has been expressed in tv and print, in tactical ads and shorts, in events and promotions.

Lynx deodorant has been a UK youth icon for 17 years. Used by ¾ of 15-24 men, it has a higher penetration than Coke or the Internet and an estimated value of 5 times Own Label’s equivalent. Lynx depends on its connection with youth culture and sexual mores. Advertising has been the critical lever in long term success, fast enough to continually reconnect the brand with new youth cohorts in their own changing languages.
制作信息
品牌:
广告公司:
创意总监:
文案:
美术指导:
制片:
导演:
音乐:
其他职位:Account Planner Matthew Gladstone
Agency Producer Nicky Gregowski

Advertising Manager Steve Miles
奖项
IPA Effectiveness Awards 2002

IPA Effectiveness Awards 2002
铜奖
International ANDY Awards 2001
荣誉奖
Television
戛纳国际创意节 2000
金奖
Cosmetics & Beauty Products
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