The 'Shampoo Cru' animation was created to support the launch of Lynx's new hair care range, an existing Lynx new hair care range. We targeted an existing Lynx email database of 18-24 males and aimed to engage and entertain them in a way that would empower them to talk about the launch, in a cool and credible way, with their peers. In a nutshell we wanted our ad to be perceived as social currency. The execution itself took inspiration from the TV idea of Wolfboy and his freak show, and moved him on into a unique and explicitly Lynx, digit territory. Keying in 'freaks' would have produced a hefty response from any search engine, however 'Rapping freaks adored by women everywhere', Lynx could be the only owners of that one! to make the piece a truly multimedia experience, the classic hip hop tune 'Freaks come out a night' was revamped and remixed, producing three distinct product referencing pieces. Each piece fitted on the 'Shampoo Cru', who also happened to represent a product type within the hair care range. The finished product is closer to a rap song and video than a traditional ad or jingle. Finally users were emailed with a cryptical link through to the website to view the animation. The URL enclosed is set up for award entry viewing only.