Lynx "find your magic" by 72andSunny Amsterdam

Lynx's new global campaign encourages men to throw off the shackles of conformity, as the brand seeks to augment its adolescent customer base with an older crowd.

The ad opens on posters of men with six-pack muscles as a voiceover rubbishes the notion of conventional attractiveness and celebrates a host of men’s unique characteristics. This is 72andSunny Amsterdam’s first campaign since replacing Bartle Bogle Hegarty – the agency responsible for Lynx’s meteoric rise in the 90s. It was created by Laura Visco, Emiliano Trierveiler and Mario Guay, and directed by François Rousselet through Division.


Executive creative director/writer
Managing director
Director of strategy
Creative directors/writers
Head of design
Senior designer
Group brand director
Brand director
Senior business affairs manager
Business affairs manager
Strategy director
Director of film production
Executive producer
Production co-ordinator
Production company
Executive producer
Line producer


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