A Fresh Perspective on Scratch-and-Sniff Billboards
Strong scent emanating from Lynx's fresh scratch-and-sniff billboard left me reeling with aversion
Opting for a daring approach to outdoor advertising, male grooming brand Lynx is taking the marketing world by storm with its eccentric scratch-and-sniff campaign. Bucking tradition, this audacious move aims to redefine the very essence of billboard advertising.
Enticing passersby to think outside the box, Lynx's brazen ads are a marvelous illustration of how savvy marketers can break free from conventional boundaries and set new standards in the advertising realm.
A Closer Look
At first glance, Lynx's billboards, crafted by the creative minds at LOLA MullenLowe, seem to follow a classic aesthetic – black-and-white images of half-dressed models. But upon closer inspection, things take an unexpected turn as intrigued onlookers are greeted by a circular invitation to engage with the models' personal spaces.
For the particularly curious, this bold call-to-action unveils the distinct aroma of the new Lynx Lower Body Spray. Thanks to innovative microencapsulated scent beads, every scratch yields a punch of fragrance, immersing the sniffer in a one-of-a-kind experience.
Making Waves
Unmistakably provocative, Lynx's campaign is both unsettling and captivating. Its absurdity and audacity are undeniable, prompting a mix of reactions ranging from disgust to sheer amusement.
This unconventional strategy not only evokes a unique interactive experience for the up-close-and-personal crowd but also provides an entertaining spectacle for the casual observer. In a nutshell, Lynx's campaign combines cleverness with playfulness, an approach that naturally resonates with the brand's target demographic.
Taking Inspiration Elsewhere
If you're in search of more groundbreaking examples of billboard advertising, look no further. Here's a snapshot of unconventional and thought-provoking billboard campaigns that that rival, and in some cases, surpass Lynx's daring scratch-and-sniff approach:
1. Gymshark's Shoplift Campaign – The fitness apparel brand allowed passersby to "shoplift" select items attached to the billboard, creating a seamless marriage of advertising and shoplifting.
2. Surreal Cereal Billboards – In an attempt to defy standard billboard aesthetics, Surreal intentionally produced ads with primitive designs and spelling errors – an approach that ultimately resulted in a quirky and memorable brand personality.
3. Who is America? Billboard Stunt – For Sacha Baron Cohen's TV series, billboards mimicking prison barriers were concealed behind ugly breeze block walls adorned with razor wire, effectively capturing attention and conveying the show's edgy content.
4. KFC's Vandalized Billboards – KFC's campaign embraced the cunning conceit of vandalized billboards, which lent an element of risk and real-world interaction to their advertising masterminds.
5. Audi's Ingenious Billboards – Audi's campaign literally 'soared above the rest' by strategically employing visuals or design elements that cleverly made its billboards stand out from traditional advertising.
6. Ineos "Us vs Them" Campaign – Ineos disrupted the SUV category by presenting its rugged Grenadier as a contrast to the picture-perfect Land Rover Defender, aiming to make heads turn with its off-road credentials.
So, whether you are moved by the audacity of Lynx's scratch-and-sniff billboards, or prefer the cheeky humor of Gymshark's 'shoplift' campaign, one thing is certain: unconventional tactics not only command attention but also leave a lasting impression.
Make an Impact
Feeling inspired? Are you itching to make a mark on the advertising world with your own standout campaign? Enter the Brand Impact Awards today to grab the spotlight and showcase your unique branding prowess.
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- The daring approach of Lynx's scratch-and-sniff billboards showcases how a designer can defy traditional boundaries in the realm of outdoor advertising.
- The unique layout of Lynx's billboards, combining black-and-white images with circular invitations, serves as an inspiration for designers aiming to create engaging user experiences.
- The innovative color combination of the new Lynx Lower Body Spray, released as a result of the campaign, may influence future artistic and branding choices in the male grooming industry.
- The unorthodox UX design of the Lynx billboards, inviting interaction through scratching, could inspire other companies to think creatively about their own advertising and branding strategies.
- The entertaining and thought-provoking entertainment value of Lynx's campaign could inspire other designers and brands to incorporate playfulness and cleverness in their marketing strategies.
- The use of technology, such as microencapsulated scent beads, in Lynx's billboards demonstrates the potential for creatives to merge art, technology, and branding in innovative ways.
- The success of Lynx's campaign serves as a reminder that designers and brands can make an impact by challenging conventional norms and embracing a fresh perspective.
