2014 Gold FMCG

How did the campaign make a difference? Lynx has evolved and moved away from scantily clad girls, so needed to rethink ‘love’ in this new brand world.

The solution focused on the passions of the target group and used these to connect deeply with their lives and remain relevant.

A fresh new campaign escaped brand stigma to launch a new variant, Lynx Peace, with 200,000 unique visits to LynxPeace.com, over 500,000 views of one video and 24,000+ individuals engaged with a campaign-generated t-shirt line on ASOS.

We needed to successfully launch a new variant, Lynx Peace, through the line, building on the idea of ‘make love, not war’. Adapting the TV line to Make ___ Not War gave us a rich territory to expand into our audiences passions encouraging them to make anything, just not war.

Strategy Lynx is moving away from scantily clad girls and gags. Instead, the brand engaged with its male audience’s other interests and passions to bring the Lynx Peace launch to life.

The campaign needed to create truly original content that could excite and engage the new, older and digitally-savvy audience. The campaign’s TV line “Make love not war” was thrown open to accommodate guys’ other passion points – the things that were getting and, more importantly, holding their online attention: music, fashion, photography, food, sport.

Each passion point was linked back to peace with varying levels – some would be more worthy, some more cool. The work needed to inspire the masses and reward those who engaged with the campaign.

A multi-channel platform was created that guys could be inspired by, get involved with and get truly excited about.

Creativity The idea was simple. The TV line “Make LOVE Not War” became “Make ____ Not War” to inspire guys to focus their passions in the name of Peace.

Collaborations with some of the biggest names in music, fashion and photography were created, documented and brought together on the beautiful lynxpeace.com. MOBO award-winner Naughty Boy created an exclusive track for Make BEATS Not War; five artists created a peace-inspired t-shirt collection for Make THREADS Not War, sold on ASOS; and The Times’ Young Photographer of the Year captured images of peace around the UK for a hugely successful Make MOMENTS Not War Instagram competition.

Lynx even indulged some #Make__NotWar wishes, like Make Me A Bacon Sandwich Not War, brought to life through responsive photos and Vines. The campaign came full 360 when the final music video and track were released online and aired for the first time on Mr Jam’s 1Xtra show.

Results The Lynx Peace website received over 200,000 unique visitors – whilst a number of PR activities, including lighting up the London Eye with a giant CND symbol, gained significant column inches.

The Make BEATS series had half a million views; Make MOMENTS saw 800 official entries; and more than 24,000 people engaged with the Make THREADS campaign, with over 1,000 t-shirts sold.

All elements of the campaign maintained some level of Peace, but we also enjoyed a team-up with global good cause Peace One Day to help spread the Peace all over the world.