Lynx: ANGEL AMBUSH by Mindshare London for Lynx

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Lynx: ANGEL AMBUSH

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Industry Deodorants
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United Kingdom
Agency Mindshare London
Creative Director Daniel Dawson
Art Director Ben Wilson, Ben Taylor
Copywriter Hughie Phillips
Producer Max Yeoman
Account Supervisor Cate Murden
Released June 2011

Awards

Cannes Lions 2011
Outdoor Lions Digital Outdoor Bronze

Credits & Description

Type of Entry: Ambient
Category: Digital Outdoor
Title: ANGEL AMBUSH
Advertiser/Client: UNILEVER
Product/Service: LYNX EXCITE
Entrant Company: MINDSHARE London, UNITED KINGDOM
Advertising Agency: MINDSHARE London, UNITED KINGDOM
2nd Advertising Agency: GRAND VISUAL London, UNITED KINGDOM
3rd Advertising Agency: MIND'S EYE MEDIA London, UNITED KINGDOM
Creative Director: Daniel Dawson
Art Director: Ben Wilson/Ben Taylor
Copywriter: Hughie Phillips
Planner: Alice Brady/Nick Bedford
Account Manager: Becca Sawyer/Jeremy Way
Account Supervisor: Cate Murden
Producer: Max Yeoman
Other Credits: Neil Morris/James Dean/Olivia Coupe/Tim Last/Ryan Locke/Richard Hayes
Description of Ambient execution:
members of the public stood on a ‘hot’ spot on the ground where a camera captured the action and broadcast it on to the digital outdoor screen. People then watched as angels appeared to plummet from the sky landing next to them in a cloud of dust before flirting with them adoringly.
this Unilever campaign blended live real-time action with green screen studio footage of the Lynx angels. The interactions were vision mixed live using a complex integration of bespoke software with existing site technology. Bespoke floor media at the sites - two of the highest footfall sites in the UK - created an anchor point where the digital angels could seemingly interact with real people.
A short film was created out of the experience and posted on social media, which has achieved over 330k online views in three weeks.