the aj lynx drop

Social / Digital

Lynx wanted to create serious hype about their new Anthony Joshua product.
But while young men may care about AJ, they don’t care about which deodorant they use.
Our gamified mobile treasure hunt had our audience running to the streets in their thousands.

Awards
DADI: Gold
Digital Impact Best Mobile: Gold
Campaign Creative Tech Best Proximity: Silver
DMA Digital Experience: Bronze
DMA Best Mobile: Bronze
Social Buzz Best Promo/Competition: Highly Commended

Teaser clues were seeded out on Instagram week by week as fans raced to unlock a drop.

Creative Director: Jeff Bowerman
Art Director: Rob Lloyd
Designer: Lorena Teruel