Lynx Shower gel team up with BBH China and launch a new campaign that boldly focuses on men’s body party in witty Lynx fashion.
Launched online, the ‘Little Brother’ campaign continues to challenge young Chinese men to question their existing shower habits of using unisex or female shower products instead of a shower gel for men.
According to research carried out by BBH China, a challenge faced in China is that young men have a very low level of interest when it comes to purchasing their own shower gel products. They put little or no thought into what they use in the shower, which is usually whatever is bought by their families, or whatever is available at the supermarket. It was also found that young men in China believe that it is important to be manly in order to appeal to women.
To drive behavioural change, the campaign encourages young Chinese men to care about how they shower by leveraging the brand’s proposition of attraction.
Talk of particular body parts cannot be discussed directly in China, so with the help of a very popular euphemism, the ‘Little Brother’ campaign was born.
BBH China launched the Lynx brand into China in 2011, with the core campaign idea surrounding the digital platform of Lynx Lab – a fictional research facility that runs a series of mating game experiments demonstrating the seductive power of Lynx products.
Check out the campaign below.
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Agency: BBH China
Creative Director: Steve Elrick/ Johnny Tan
Art Direction: Kat Bojcuk/ Steve Sorec
Copy Writing: Steve Sorec/ Jay Qian
Production: Bernice Wong/ Ivy Shi
Planning: Simonas Piepalius
Account Management: Ara Hampartsoumian / Alicia Kennedy/ Rei Zhang / Elvis Li
Production Company: Shooting Gallery Shanghai
Producer: Pearl Tan
Director: Dogboy Matthew McCaughey/ Antony Alekna
DOP: Chris Reed
Editor: Attic Shanghai, Keat Ng
Music & Sound Design: Fuse, Malaysia
Post Production: Volt Shanghai