Droga5 unveils first work for Lynx
Droga5 has launched a new campaign for Unilever’s deodorant brand Lynx.
Targeted at 15 year old boys, this marks the first outing for Unilever since Droga secured a place on the Unilever business last month.
The campaign centres around the website, Lynxfastlife.com.
A press release from the agency reads: “By creating modular content, Droga5, in collaboration with Visual Jazz in Melbourne, managed to create multiple and randomised options for each stage of your life, intercut with hundreds of filler shots, so every time you view it you’ll live a different Fast Life – no two lives will ever be exactly the same.”
A TV ad was developed in Buenos Aires, but a series of teaser videos were developed locally by Droga in collaboration with Pulse in London.
http://youtu.be/Cru9yrX6sME
Droga’s ECD Duncan Marshall, said: “Lynx Fast life has been a huge collaborative effort with Visual Jazz developing the microsite and technical elements, and Pulse Films in London shooting all the AV content. It was a massive task, with more than 130 separate shots done over three extreme days of shooting, ensuring that no two Fast Lives will ever be the same.”
http://youtu.be/DbT6HZmDurg
The TV ad by Ponce Buenos Aires:
http://youtu.be/Egf7F-1DmzU
Credits:
- Droga5
- Creative Chairman: David Nobay
- Executive Creative Director: Duncan Marshall
- Creative Director: Steve Jackson
- Copywriters: Lucy McBurney, Oskar Westerdal
- Art Director: Christopher Walkdekrantz
- Integrated Producer: Ryan Chong
- Planning Director: Cat Collins
- Business Director: Nigel Seeto
- Business Manager: Mike Richardson
- Technical production company: Visual Jazz
- AV production Company: Pulse Films (London)
- Director: Sam Pilling
- Producer: Hannah Clarke
- Unilever
- Marketing Director: Sharon Parker
- Senior Brand Manager: Duncan Robertson
- Assistant Brand Manager: John McKeon
“By creating modular content, Droga5, in collaboration with Visual Jazz in Melbourne, managed to create multiple and randomised options for each stage of your life”
And just to think that I thought they were trying to sell deodorant!
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Tony – fancy that huh?? Using creativity to market a product? Bet you said the same thing about old spice when you heard about this weird “man your man could smell like” rubbish! Stick to sandwich boards and Goodyear blimp advertising mate.
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@ Matt….It was more of a comment on all the buzzwords….creating modular content…..create multiple and randomised options. Take a chill pill. I think the ads are great to appeal to horning 15 year old males. Great job! But the buzzwords are hilarious!
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typo…not horning…horny!
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Buenos Aires seems to be a long way to go to produce CGI in an open field.
And that bathtub wouldn’t look that same if it wasn’t shot in London.
And Matt, pity you’re not using some of that creativity you’re so passionate about to write more convincing and smarter defence of the work.
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Matt,
Semantic mapping and benchmarking of demand creation displayed a long tail impact analysis revealing a macro influence of social signals that greatly impacted on the conversion to sale rate requiring further optimisation for ongoing action item management.
Further brandstorming and trended analysis uncovered external consumer initiated reactions which could be attributed to the fact that they are just bloody good ads from an agency that has found a way of flogging deodorant to 15 year old horny males…
…but is crap at writing media releases!
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Yes, you would easily win Wank Word Bingo with that media release :p
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