Lynx: Own Monday & Seize the Wednesday - New Global Campaign Ready to Launch

Lynx (also known as Axe) is about to launch its biggest year in a decade, beginning next week with a new creative brand approach and advertising campaign created together with BBH, London among others.

The new brand strategy is to advance the brand’s focus in messaging from success among the ladies and the dating game, to getting guys ready to face the world with confidence and becoming the best version of you - every day.

Lynx has repackaged its entire range and the campaing kicks off with the release of two new adverts across national television and cinema spaces. Furthermore the brand will push messages via an outdoor campaign over four weeks. Two weeks after the initial posting two of those ad sites will be “hijacked” by street artists Yok and Sheryo as part of the Lynx Expression series campaign developed by Soap Creative, which will be handling the online activation of the campaign.

Below you can see the two new TVC/Cinema spots produced by Riff Raff Productions. The two separate spots take what we all love to hate about Mondays and Wednesdays, and flip it around for the modern man to help him see the untapped potential of these blah and typical boring work days:

Samsung: Every Day is Day One - Samsung Mobile First Global Partner of the ASP and the World Tour

Back in February, Samsung and the Association of Surfing Professionals (ASP) announced that Samsung would be the title sponsor of the 2014 ASP World Championship Tour, and thus support the world’s foremost governing body of professional surfing.

The ASP World tour commenced in March but the following film has not been launched until now with the US leg of the ASP World Tour starting this weekend.

The sponsorship will hopefully be activated with much more engaging elements on- and offline during the tour, but regardless, this is a beautiful opening, well-executed and worth sharing.

“Every Day Is Day One” is made by 72andSunny, Amsterdam and directed by Mark Molloy via Exit Films, Melbourne and Smuggler, London.

IKEA: The Wonderful Everyday - “Beds” - The 3rd in the Series

IKEA and Mother, UK have created a creative platform named “The Wonderful Everyday” to celebrate the everyday - the everyday events at home, such as getting ready for dinner in the kitchen and also remembering our wonderful planet when turning on the light.

Now, the third chapter in the series has been launched with this television advert entitled “Beds”, highlighting the joy of a good night’s sleep and that there is no bed like home:

The ad will be supported by an interactive website offering an animated A-Z of tips on getting a good night’s sleep.

No. 2 and the latest campaign celebrated the busiest room in the house, the kitchen:

The campaign and creative platform was launched back in february with the beautiful spot “Planet”.