Lynx encourage men to ‘face the world with confidence’ in new BBH spots

Lynx is refocusing its messaging from “success in the mating game, to getting guys ready to face the world with confidence”, a positioning that sees the brand encourage men to embrace dreaded Mondays and Wednesdays and see the “untapped potential of these blah work days” in two global ads created by BBH.

The global ads are complemented locally with a national outdoor campaign, running across major sites in key city suburbs for four weeks.

Soap Creative is connecting the brand with contemporary artists which will see two ad sites in Melbourne and one in Sydney “hijacked” by street artists Yok and Sheryo as part of the “Lynx Expression Series”.

The content from the series will be house online, with it also being turned into creative merchandise exclusive to the brand.


  • Client – LYNX Australia
  • Marketing Director – Jon McCarthy
  • Senior Brand Manager – Johnny Hammond
  • Assistant Brand Manager – Andrew Tilley
  • Creative Agency – Soap Creative
  • Media Agency – Mindshare
  • PR Agency – Liquid Ideas

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