The multichannel campaign will be executed across out-of-home, social media, digital and TV, using tactical placement targeting.
In light of the recent easing of restrictions across Australia, PHD and Lynx aim to limit the stress of returning to everyday life – be it heading to the pub, the gym, the cinema, or that first-date - by injecting humour at the forefront of the isolation-free moments that Australians have been waiting for.
PHD has devised a multichannel campaign executing across out-of-home, social media, digital and TV, using tactical placement targeting.
The campaign is strategically planned to activate against specific channels depending on when and where the restrictions are eased.
“We’re excited to add a touch of humour to life after lockdown with our Smell Ready campaign, reminding people to be at their best when they head out for that first date or social gathering, afterall no one likes someone who smells like couch," Lynx brand manager Marc Holloway says.
Wide reaching channels will be used to speak to a broader range of Australians, as multiple restrictions are loosened nationally.
Through a video-meme UGC series with LadBible and targeted playlist on Spotify, Lynx’s will be included as Australians begin to venture outside again.
“The return to a restriction free world is sure to be uneasy," PHD group business director Kathryn Furnari says.
"We hope the approach we have developed for Lynx will make that transition slightly easier by adding a bit of comedy to the first experiences post isolation."
With more restrictions easing, PHD and Lynx will exercise their creative abilities and make Eastern Seaboard cities more ‘lit’ through the use of light projections in high frequency dining precincts.
The campaign is set to go live this week.