Lynx Promo, Case study FALLEN ANGEL by BBH London

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FALLEN ANGEL

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Industry Deodorants
Media Promo & PR, Case study
Market United Kingdom
Agency BBH London
Creative Director Dominic Goldman
Art Director Dean Woodhouse Bbh
Copywriter Hugo Bierschenk Bbh
Producer Katie Farmer, Imran Behlim
Released February 2011

Credits & Description

Category: Best Use of Online Advertising
Advertiser: LYNX
Product/Service: LYNX EXCITE DEODORANT
Agency: BBH
Date of First Appearance: Feb 7 2011
Entrant Company: BBH, London, UNITED KINGDOM
Entry URL: http://grazeourfield.com/axe/excite/
Creative Director: Dominic Goldman (BBH Advertising)
Copywriter: Hugo Bierschenk (BBH Advertising)
Art Director: Dean Woodhouse (BBH Advertising)
Account Director: Keir Mather (BBH Advertising)
Account Manager: Michael Osbourn (BBH Advertising)
Planner: Tim Jones (BBH Advertising)
Producer: Katie Farmer/Imran Behlim (BBH Advertising)
Production Company: (Stink Digital)
Media placement: Online Banner - Graze Our Field - 7th February 2011

Insights, Strategy & the Idea
The product is called Axe Excite and the brief was to turn Saints into Sinners. Axe Excite - a product so potent even Angels will fall. This was our idea.

Creative Execution
We wanted to challenge the clichéd notion of what we all believe an angel to look like. A modern interpretation – each angel has a set of wings to match their personality. Despite their wings looking so realistic, they were all created using CGI. The ambition was to look at the very best wings created in CGI, and then try to beat that.

The campaign was seeded initially with the Apple I-Ad on consumers Iphones, which was the first use of the media in this category. This was followed by the launch of the TV, Outdoor and press to help generate fame around the idea. Online was used to both drive awareness and engagement, with a variety of digital ads.

Results and Effectiveness
In majority of the 88 markets this campaign has run, Axe Excite has had the highest sales recorded for any new Axe product launch. As a consequence Unilever have commissioned an Angels 2 campaign to support this success, to be launched later this year.