Lowe Rivet, Sydney has created a website, at www.lynxantisoapsquad.com, which features this 2 minute web film showing the squad in action.
ECD Dave Johnson said: "Positioning soap use as a crime and creating an impossibly hot squad of Lynx girls, hell bent on zero tolerance enforcement is frankly a ludicrous idea, but one that’s perfectly pitched to really engage guys at all the various touch points, and ultimately drive trial. Added to that, the “wall of shame’ for guys to dob in their mates really extends and deepens their participation in the idea and the brand."

1 part "cops", 1 part "Charlies Angels", a dash of 70s porn movie = god please give us a new strategy for Lynx/Axe this is getting really tedious.

Dave Johnson, Executive Creative Director
Tom Markham, Interactive Creative Director
Milanka Novakovic, Copywriter / Art Director
Simone Brandse, Copywriter / Art Director
Richard de Nys, Executive Producer
Damian Simpkins- Interactive Art Director
Hann Lee- Website Designer
Masami Iida- Website Developer
Lisa brown- Head of Production

Comments (2)

  • James_Trickery's picture
    James_Trickery

    Someone please take the AXE/Lynx strategy out back and shoot it in the head. We're finished with it.

    Mar 31, 2008

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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm.