Anthony Joshua’s latest film for Lynx sees the World Heavyweight Champion invite men to join him as part of the ‘Lynx Gold Brotherhood’.
The Lynx Brotherhood is a branded community that aims to encourage men to celebrate who they are and to be their best and most confident selves – no matter what (including loving hot sauce and first person shooters games).
Joining the community opens up a chance for consumers to win Lynx-related prizes: including a training session with AJ himself.
The campaign is spearheaded by a hero spot which features AJ in an industrial workshop forging bespoke gold belts stamped with the seal of the ‘Brotherhood’.
The boxer sends them out to several men who he admires for simply being themselves with conviction.
The film, created by Chime’s CSM, debuted online on 5 September and runs across television, video-on-demand and in cinemas.
The campaign is hubbed around a bespoke microsite at http://www.LynxGoldBrotherhood.com and the lead commercial is supported by social content linked by the hashtags #Lynx, #YouGold and #LynxGoldBrotherhood.
Every man has gold in them.
Watch the full video and join the #LynxGoldBrotherhood today:https://t.co/s87MvGrCkd #YouGold @AnthonyFJoshua pic.twitter.com/9PNZ71ljGr
— Lynx (@lynx) September 5, 2018
All of these pieces promote the 17 September launch of a limited-edition Anthony Joshua Lynx Gold range.
Jamie Brooks, Lynx UK brand manager, said: “Our Lynx Gold range is designed to instil confidence in guys across the UK – we hope our latest film will give men assurance to take on anything that is thrown at them.”
While Joshua himself added: “I love being part of the latest Lynx film and to showcase what the Lynx Gold Brotherhood stands for. I’m a big believer in encouraging everyone to celebrate their individual selves, whoever they may be.”
The campaign was created by Chime’s CSM (part of VCCP) and the spot was art directed by Darran Solan, the copywriter was Graham Ensor and it was directed by Paco Cruz through VCCP Kin.
Comment:
Lynx targets teens and young adult males and has a track record for creating campaigns fronted by inspirational endorsers with status and character that appeal to the demographic and which feature stylish, sexy objects that engage lads’ attention.
This is an increasingly challenging space and place to work in.
But this, as is the case with much of the brand’s AJ led work (such as last year’s ‘Find Your Magic’ initiative – see case study), succeeds as far as we are concerned.
Links:
Lynx
http://www.LynxGoldBrotherhood.com
https://www.youtube.com/user/thelynxeffect
https://www.facebook.com/lynxformen
CSM
