Lynx's new billboard campaign showcases a multi-sensory scratch-and-sniff feature, promoting their new Lower Body Spray. Created by LOLA MullenLowe, the ad initially appears as a standard black-and-white image of an underwear model, only to reveal a surprising interactive element inviting viewers to 'scratch & sniff' the model's groin area. This bold approach exemplifies how interactive marketing can disrupt traditional out-of-home advertising, merging humor and audacity to create memorable experiences. The campaign not only aims to attract attention but also invites personal engagement, reflecting Lynx's brand identity in an unconventional manner.
Those that are brave enough to get hands on will be 'treated' to the scent of Lynx's new Lower Body Spray thanks to microencapsulated fragrance beads.
Lynx's provocative campaign is the perfect blend of silliness and interactive playfulness that feels suitably on theme for the brand.
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