Say Hello to the Gen Z Ad of the year: Hello Social and DJ FISHER Shake Up Lynx’s Fragrance Game

Lynx, Fisher and Hello Social Campaign

“Lynx has always been about empowering guys, and that means evolving alongside them.”

Unilever deodorant brand Lynx has partnered with Grammy-nominated Australian music producer FISHER to front its Fine Fragrance collection under the platform, Smell Finer Than The Finest Fragrances.

The campaign, led by Hello Social and implemented by Mindshare and FORWARD, puts Lynx in the booming premium fine fragrance market, aiming to redefine the category by offering a lineup of accessible yet high-end scents for men.

Featuring Gen Z and Y cult icon and Grammy nominated Australian producer, DJ Fisher, the creative pokes fun at fine fragrance advertising stereotypes like seductive models, abs, and majestic animals – by dialling up the ‘fineness’ to its most absurd limits.

“Lynx has always been about empowering guys, and that means evolving alongside them,” said Unilever ANZ marketing director, John McKeon.

“We’ve seen our audiences’ fragrance tastes become more sophisticated, so we’ve responded with a new Fine Fragrance collection made with premium ingredients and delivering a premium scent that’s finer than the finest fragrances.”

The launch marks a new and exciting era for Lynx, where quality and affordability meet to create premium and powerful scents. But we haven’t forgotten our roots – which is why we wanted to launch a bold and tongue-in-cheek campaign headlined by FISHER, one of the country’s most in-demand music talents.” 

The collection, developed by fragrance experts, introduces six distinctive scents: Black Vanilla, Blue Lavender, Aqua Bergamot, Emerald Sage, Golden Mango, and Copper Santal.

“It’s always tricky bringing together big brands and big personalities, so for us, it was about finding the overlap where they could both be at their absurd best,” said Hello Social ECD, Daniel Fryer.

“While FISHER might not be the centaur you’d take into battle, there’s no half-horse-half-DJ you’d rather party with, or smell like.”

The integrated media strategy, led by Mindshare, aims to connect with Gen Z male consumers through TV, out-of-home, audio, social, digital, and owned channels. FORWARD will further the campaign through PR and influencer outreach. 


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A post shared by FISHER (@followthefishtv)

To kick off the campaign, Lynx partnered with the PedestrianTV Awards as the sponsor of the Music category. At the event, Lynx “sniffer dogs” offered attendees the first opportunity to experience the new Fine Fragrance collection.

Lynx and FISHER also plan to launch a scavenger hunt via FISHER’s social channels, promising winners double passes to his upcoming Australian headline shows.

Smell Finer Than The Finest Fragrances marks Hello Social’s debut project since being appointed as the creative agency of record for the Lynx brand in June.

FORWARD will enhance the PR aspect by amplifying the brand’s new collection via earned media and influencer channels.

See also: Lynx appoints Hello as creative agency of record


Client: Unilever 
Marketing Director – Personal Care ANZ: John McKeon 
Head of Deodorants ANZ: Sandra de Lassus 
Marketing Manager – Lynx: Incara McGowan 
Content Lead: Alisha Thornley 
Assistant Brand Manager – Lynx: Perry Varol 

Creative, Talent & Activation Agency: Hello Social
Managing Director & Partner: Sam Kelly 
Director of Client Solutions: Julien Dupuche 
Executive Creative Director: Daniel Fryer 
Director of Talent: Melissa Woodward 
Director of Media and Marketing Science: Daniel Hill 
Client Lead: Maya Weidner 
Head of Design: Seamus McShane 
Art Director: Cody Waters 
Finished Art: Kevin Barker 

Media Agency: Mindshare 
Media Strategy: Elliott Eldridge 
Media Connections Planning: Laura Fell, Rasmika Sukha 
Media implementation: Emily Harris, Oliver Poiner, Navzeeth Bijayananda,Chloe Paul, Matilda Thorpe, Oliver Hallstrom, Helen Alexander 

PR Agency: Forward PR 
General Manager: Caroline Lovejoy 
Account Director: Elle Reid 
Account Manager: Bronte Mather 

Film Production: We Know Video 
Founder & CEO: Jack Shanahan
Director: Luke Brown Producer: Kezia Suryaputra 
Production Assistant: Joselle Taiapa 
Dop: Mark Desiatov 
Camera Assistant: Lachlan McGilp 
Gaffer: Benjamin Russell 
Best Person: Mungo Heath, Jake Leskarac 
Production Designer: Cloe Jouin 
Art Assist: Carl Dorian 
HMUA: Emma Louise 
Sound Recordist: Paul Jones 
VFX Supervisor: Andreas Wanda 
Editor: Luke Brown 
Colourist: Tim Wreyford 
Sound Mix: James Martell

VFX Production: Atmos 

Audio Production: Zig Zag Post

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