LYNX MUSIC

Where do the world’s hottest emerging artists find their confidence and attraction? And how can we inspire a generation of boys to find theirs, too? Enter LYNX Music.

By getting under the skin of the world’s best up-and-coming music artists with interviews, fun challenges, exclusive performances and warts-and-all bloopers, we showed Gen Z guys that their heroes are really just like them. Collaborations so far: Cuco, Isaac Waddington, Barney Artist, Prateek Kuhad, Jvck James, Dan Caplen, Cautious Clay, PAQ and Boiler Room. Shortlisted for the IMA Most Creative Influencer Marketing Campaign. Role: Creative Lead (Concept)
Role: Creative Lead (Concept)

+ EXCLUSIVE PERFORMANCES

AXE WILD

AXE’s new deodorant and shower gel implored guys to release their wild side. After all, in the animal kingdom, confidence is king. From two-stepping tigers to soaped-up dancing pandas, we created a host of wildly irresistible interactive social ads for young men who wanted to take a walk on the wild side. Role: Creative Lead (Concept)

BEING FRESH NEVER GETS OLD

A proactive idea. Reacting to cultural moments is par for the course when working with LYNX. So, when FaceApp (that dodgy Russian face-aging app) blew up on social media, we spotted the perfect opportunity. But we had to be quick. We called in a few favours from a handful of LYNX ambassadors and in 48hrs showed Gen Z boys that being fresh never gets old. The results? 3.5M+ views and 47.5% of all UK Gen-Zers reached on Instagram and shortlisted for the Drum Social Buzz Awards (Best Use of Imagery
& Best Low Budget) Role: Creative Lead (Concept)

ICE CHILL MUSIC CAMPAIGN

The shower is for two things. Well, maybe three. Showering, winning imaginary arguments, and singing. We thought we’d nail two out of three and turn the shower into a stage.

We created six-second YouTube pre-rolls each tailored to a different musical genre, such as rap, pop, house, and electro in order to target the audience via their listening habits. Role: Creative Lead (Concept)