The campaign taps into gaming as an "important passion point" for LYNX's core Gen Z and millennial target audience.
Unilever and Xbox have partnered to launch LYNX Xbox, with a callout to young Australians to Lift Your Game, in a gaming inspired campaign created by Emotive.
The new variant of daily fragrance body spray, antiperspirant and shower gel builds on the LYNX "confidence" brand proposition.
It is the latest work from creative agency Emotive following the highly successful launch of LYNX Australia and LYNX New Zealand, which featured Kiwi star Julian Dennison.
Recognising that gaming is an important passion point among LYNX consumers, LYNX has partnered with gaming powerhouse Xbox to drive engagement with its core Gen Z and millennial target audience.
“We had to combine two unrelated brands into a narrative led film that lands the LYNX confidence platform in an emotive way," says Zane Pearson, director and group creative director at Emotive.
"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.”
The four minute launch film, created specifically for the teenage male gamer audience and fine-tuned for social distribution, shows that in the world of video games, even the most insurmountable challenge can be overcome with the help of next level confidence.
Traversing the real and video game world, the hero Mike finds his confidence transformed when he comes into possession of a mysterious can of the new LYNX Xbox, giving him the courage to ask the girl of his dreams, Layla, out to the movies.
But Layla’s jealous ex-boyfriend, Big Terry, is determined to stop Mike from going on the date.
The two finally face off in a scene reminiscent of the cult game classic Street Fighter 2, culminating with Big Terry being taught a virtual lesson as Mike and Lalya head to the movies.
The LYNX Xbox launch film is accompanied by a suite of short form ads and will run across digital and social channels with further amplification via PR.
“We are excited to be teaming up with Xbox to tap into the passions of our audience through gaming," says Marc Holloway, LYNX brand manager ANZ.
"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.”
Unilever Marketing Manager, Deodorants: Scott Mingl
LYNX Brand Manager: Marc Holloway
LYNX Assistant Brand Manager: Maxine Townley
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