Projects Lynx


Lynx teamed up with British rapper and songwriter Aitch for the launch of their 2021 campaign: The New Lynx Effect – showing that 'when you smell good, good things happen.'

We recorded a script with Aitch on-location while he was shooting the official Smell Iconic #TheNewLynxEffect video, featuring his brand new track, 'The New Effect Freestyle'. We wanted him to have full license to go off-script and deliver the message in his own style so it felt authentic and real to his fans and Lynx consumers.
An instrumental track version of TNLE featured in the final Spotify audio commercial, and Spotify users could tap a companion banner to be rewarded with a playlist full of Aitch’s favourite tracks.

Listen to the spot

Lynx - Red Apple Creative


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