Grammy-nominated Aussie DJ Fisher headlines LYNX’s Fine Fragrance campaign via Hello Social

Lynx has teamed up with Grammy-nominated Australian music producer FISHER as the face of its new Fine Fragrance Collection and campaign, spearheaded by Hello Social and implemented by Mindshare and FORWARD.

The new campaign pits Lynx directly against the premium Fine Fragrance sector.

The platform “Smell Finer Than The Finest Fragrances” redefines what it means to be a premium fragrance by creating a line up of accessible and high-end scents for men.

Crafted by some of the most recognised fragrance makers in the industry, these body sprays are revolutionising the fine fragrance game. The premium range of fragrances consists of Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango and Copper Santal. Each scent plays a different role for shoppers and are formulated to smell as fine as a premium cologne, with the protection of a deodorant.

Says John McKeon, marketing director, Unilever ANZ: “Lynx has always been about empowering guys, and that means evolving alongside them. We’ve seen our audiences’ fragrance tastes become more sophisticated, so we’ve responded with a new Fine Fragrance collection made with premium ingredients and delivering a premium scent thats finer than the finest fragrances.

“The launch marks a new and exciting era for Lynx, where quality and affordability meet to create premium and powerful scents. But we haven’t forgotten our roots – which is why we wanted to launch a bold and tongue-in-cheek campaign headlined by FISHER, one of the country’s most in-demand music talents.”

With these credentials at the heart, the creative pokes fun at fine fragrance advertising stereotypes including their cooked ads, seductive models, endless abs and majestic animals by garishly dialling up the fineness beyond absurdity and who better to do this than FISHER himself.

Says Daniel Fryer, executive creative director, Hello Social: “It’s always tricky bringing together big brands and big personalities, so for us, it was about finding the overlap where they could both be at their absurd best. And while FISHER might not be the centaur you’d take into battle, there’s no half-horse-half-DJ you’d rather party with, or smell like.”

The paid media rollout, led by Mindshare, features an integrated campaign aimed at connecting with Gen Z male culture through music. This campaign will be deployed across TV, out-of-home, audio, social, digital, and owned channels over the coming months.

FORWARD will enhance the PR aspect by amplifying the brand’s new collection via earned media and influencer channels.

To kick off the campaign earlier this month, Lynx partnered with the inaugural PedestrianTV Awards as a sponsor of the Music category. Lynx “sniffer dogs” patrolled the red carpet, offering guests the first sniff of the Fine Fragrance collection.

Later in the year, Lynx and FISHER will announce the details of a “catch me if you can” style scavenger hunt from FISHER’s social channels. The first Aussies to find the golden Lynx Fine Fragrance cans will score double passes to his upcoming Australian headline shows.

Client: Unilever
Marketing Director – Personal Care ANZ: John McKeon
Head of Deodorants ANZ: Sandra de Lassus
Marketing Manager – Lynx: Incara McGowan
Content Lead: Alisha Thornley
Assistant Brand Manager – Lynx: Perry Varol

Creative, Talent & Activation Agency: Hello Social
Managing Director & Partner: Sam Kelly
Director of Client Solutions: Julien Dupuche
Executive Creative Director: Daniel Fryer
Director of Talent: Melissa Woodward
Director of Media and Marketing Science: Daniel Hill
Client Lead: Maya Weidner
Head of Design: Seamus McShane
Art Director: Cody Waters
Finished Art: Kevin Barker

Media Agency: Mindshare
Media Strategy: Elliott Eldridge
Media Connections Planning: Laura Fell, Rasmika Sukha
Media implementation: Emily Harris, Oliver Poiner, Navzeeth Bijayananda,Chloe Paul, Matilda Thorpe, Oliver Hallstrom, Helen Alexander

PR Agency: Forward PR
PR implementation:
General Manager: Caroline Lovejoy
Account Director: Elle Reid
Account Manager: Bronte Mather

Film Production: We Know Video
Founder & CEO: Jack Shanahan
Director: Luke Brown
Producer: Kezia Suryaputra
Production Assistant: Joselle Taiapa
Dop: Mark Desiatov
Camera Assistant: Lachlan McGilp
Gaffer: Benjamin Russell
Best Person: Mungo Heath, Jake Leskarac
Production Designer: Cloe Jouin
Art Assist: Carl Dorian
HMUA: Emma Louise
Sound Recordist: Paul Jones
VFX Supervisor: Andreas Wanda
Editor: Luke Brown
Colourist: Tim Wreyford
Sound Mix: James Martell
VFX Production: Atmos
Audio Production: Zig Zag Post