FISHER stars in satirical Lynx campaign for new ‘Fine Fragrance’ collection

Unilever’s Lynx has launched a campaign for its new Fine Fragrance collection parodying stereotypical cologne advertisements, featuring Australian music producer FISHER, via Hello Social, Forward and Mindshare.

Aiming to redefine what it means to be a premium fragrance, the new collection is made up of a line of accessible and high-end scents for men.

Each scent – Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango and Copper Santal – is said to play a different role for shoppers and have been formulated to smell as fine as a premium cologne, with the protection of a deodorant.

Smell Finer Than The Finest Fragrances’ showcases the new range, via a bold and wacky campaign featuring FISHER, poking fun at stereotypical fragrance ads that typically include seductive models, endless abs and majestic animals.

“Lynx has always been about empowering guys, and that means evolving alongside them. We’ve seen our audiences’ fragrance tastes become more sophisticated, so we’ve responded with a new Fine Fragrance collection made with premium ingredients and delivering a premium scent that’s finer than the finest fragrances,” said John McKeon, marketing director at Unilever ANZ.

“The launch marks a new and exciting era for Lynx, where quality and affordability meet to create premium and powerful scents. But we haven’t forgotten our roots – which is why we wanted to launch a bold and tongue-in-cheek campaign headlined by FISHER, one of the country’s most in-demand music talents.”

Hello Social’s recently appointed ECD, Dan Fryer, added: “It’s always tricky bringing together big brands and big personalities, so for us, it was about finding the overlap where they could both be at their absurd best.

“And while FISHER might not be the centaur you’d take into battle, there’s no half-horse-half-DJ you’d rather party with, or smell like.”

Mindshare is hoping the campaign will connect with Gen Z male culture through music, and will display it across TV, OOH, audio, social, digital and owned channels in the coming months.

Lynx’s PR agency partner, Forward, will amplify the new platform via influencer channels.

Later this year, it will assist Lynx and FISHER launch a ‘catch me if you can’ style scavenger hunt, from the musician’s social channels. The winner will score double passes to his upcoming Australian shows.


Client: Unilever
Marketing Director – Personal Care ANZ: John McKeon
Head of Deodorants ANZ: Sandra de Lassus
Marketing Manager – Lynx: Incara McGowan
Content Lead: Alisha Thornley
Assistant Brand Manager – Lynx: Perry Varol

Creative, Talent & Activation Agency: Hello Social
Managing Director & Partner: Sam Kelly
Director of Client Solutions: Julien Dupuche
Executive Creative Director: Daniel Fryer
Director of Talent: Melissa Woodward
Director of Media and Marketing Science: Daniel Hill
Client Lead: Maya Weidner
Head of Design: Seamus McShane
Art Director: Cody Waters
Finished Art: Kevin Barker

Media Agency: Mindshare
Media Strategy: Elliott Eldridge
Media Connections Planning: Laura Fell, Rasmika Sukha
Media implementation: Emily Harris, Oliver Poiner, Navzeeth Bijayananda,Chloe Paul, Matilda Thorpe, Oliver
Hallstrom, Helen Alexander

PR Agency: Forward PR
PR implementation:
General Manager: Caroline Lovejoy
Account Director: Elle Reid
Account Manager: Bronte Mather

Film Production: We Know Video
Founder & CEO: Jack Shanahan
Director: Luke Brown
Producer: Kezia Suryaputra
Production Assistant: Joselle Taiapa
Dop: Mark Desiatov
Camera Assistant: Lachlan McGilp
Gaffer: Benjamin Russell
Best Person: Mungo Heath, Jake Leskarac
Production Designer: Cloe Jouin
Art Assist: Carl Dorian
HMUA: Emma Louise
Sound Recordist: Paul Jones
VFX Supervisor: Andreas Wanda
Editor: Luke Brown
Colourist: Tim Wreyford
Sound Mix: James Martell

VFX Production: Atmos

Audio Production: Zig Zag Post


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