The integrated campaign for the male deodorant, one of Unilever's biggest brands, includes TVCs, print ads, outdoor and online elements.
Come-back celebrity Edison Chen stars in three comical online films in which he dispenses advice on the do's and dont's of using Lynx products to get an edge on the dating scene. Chen found himself embroiled in a scandal in 2008 when intimate photos of him together with local starlets spread online.
Another key component of the campaign is the use of digital media platforms such as Weibo that feature a series of viral Lynx teasers to generate curiosity and buzz surrounding the Lynx effect.
Unilever previously launched the Lynx brand in Hong Kong back in March, kicking off with a sexy YouTube video.
"Like everywhere else in the world, young guys in China want to get girls, but in their own way. We want guys to have confidence and think beyond just smelling good. So we've given them the key to unlocking girl's hearts," noted Elvis Li, account director at BBH China.
Meanwhile, Jon McCarthy, regional brand director for Axe Asia, said,"Lynx is an iconic global brand with a strong proposition and China is the last major country where its guys and girls have yet to enjoy the 'Lynx effect'. With BBH China as our partner, we have brought a whole new attitude toward smelling good to Chinese men."
Creatives Steve Elrick, Johnny Tan, Steve Sorec, Kat Bojcuk, Ken Lu
Account management Ara Hampartsoumian, Elvis Li, Alicia Kennedy, Jason Wu, Rei Zhang, Adrey Low
Planning Frank Reitgassl, Philip Man, James Sowden, Matt Hoban
Production Kristin Armstrong (TV), Winnie Young (TV), Michelle Tan (Print)
Production house Radical Media
Director Mccoubrey Brothers
Producer Louise Shelton
DOP Mccoubrey Brothers
Post production Black Magic Singapore, Attic Shanghai