I started working on Axe/LYNX in 2018. They wanted to move to more of a content model with quicker more reactive content to support their work. The first project we did went from brief to live in just over a week. We created this response video for the conversation that began on YouTube about the YOU GOLD campaign released earlier in the year. People were speculating that they lyrics were subliminally, or not so subliminally saying, ‘suck my balls’. This was not the case, so we shot this with the music producer from the previous ‘YOU GOLD’ campaign. Made with Adam Koppel and Fer Ribeiro.
LYNX in the UK supports an anti-bullying charity called DitchTheLabel.org. Our client had a roster of influencers and asked us to bring an idea to utilise the influencers, support the cause and promote a special edition unlabelled LYNX can of Body Spray. Our Instagram campaign showed influencers destroying the labels they’d been given as a way to inspire others to dismiss the labels that had been given too. Musician NOT3S, Comedian Michael Dapaah AKA Big Shaq, Reality Star Ollie Locke, and Belgian footballer Marouain Fellaini were all nice guys to work with and gave us some nice films.
Made with: Chris Bauer, Rachel Sato-Banks Adam Koppel, and Steph Whitehead