Lynx encourages consumers to ‘Lift your game’ in video game inspired campaign with Xbox

Unilever brand Lynx has partnered with Xbox to launch its own range of toiletries.

A four-minute launch film has been created, telling the story of a teenage boy coming up against the ex-boyfriend of the girl he likes in a video game setting. The confidence instilled in him by the the Xbox Lynx body spray helps him overcome the bully in a Street Fighter 2 themed battle, and meet the girl at the cinema.

30, 15 and six-second versions of the film will be cut and broadcast across digital and social channels.

The partnership with Xbox aims to drive engagement with the Lynx brand amongst Gen Z and Millennial consumers.

The campaign was created by Emotive, which was also behind the last-year’s campaign that saw that brand take aim at the cricket ball-tampering scandal.

Zane Pearson, Emotive director and group creative director, said in a statement: “We had to combine two unrelated brands into a narrative-led film that lands the Lynx confidence platform in an emotive way. Gaming means everything to this audience, so the opportunity to combine the tropes of the gaming world with Lynx was incredibly exciting, but equally challenging to ensure genuine gaming authenticity.”

Marc Holloway, Lynx brand manager ANZ added: “We are excited to be teaming up with Xbox to tap into the passions of our audience through gaming. The creative output from Emotive has managed to blur the line between game and reality to land the confidence message of ‘Lift your game’ with Lynx Xbox.”

Tania Chee, Xbox business lead, said: “We’re thrilled to partner with Lynx to bring gamers a further extension of the Xbox brand in a very fun and light-hearted campaign.”


Client: Unilever
Unilever Marketing Manager, Deodorants: Scott Mingl
LYNX Brand Manager: Marc Holloway
LYNX Assistant Brand Manager: Maxine Townley

Client: Xbox
Marketing Lead AU/NZ: Julia Lehepuu

Creative and Production: Emotive
CEO: Simon Joyce
Chief Strategy Officer: Tyler Wilson
Business Director: Marshall Campbell
Group Creative Director / Director: Zane Pearson
Senior Creative/2nd Unit Director: Rory Pearson
Additional Writer: Nathan Burley
Senior Producer: Fiona Patterson
Assistant Producer: Michael Hollis
DOP: Simon Ozolins
Editor: Sam Gadsden
Media Agency: PHD
Visual Effects: Blockhead VFX
Sound Composition and Design: Rumble Studios
Motion Graphics: Chris Angelius
Colour Grade: Scott Maclean


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.