A global TVC created broad awareness, supported by local activation. On the ground, we wanted to catch our target market where they meet up. We found a terrace house between a speakeasy, a laundromat that has been converted into a trendy bar, and one of those hipster joints with no front entrance and opened up the windows to put on a show. LED Televisions were modified to project glaring white light for the average passer-by. By connecting with LYNX and putting on sunglasses, scenes of guys and girls hooking up and total anarchy are revealed.We engaged key influencers and get females to look at the brand in a new way. All of the communications featured hot young people hooking up to “unleash the anarchy.”

In addition to the immediate response on the street, LYNX Anarchy has gained a huge presence on the web, and initial sales of the product indicate the campaign is already a success.