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:

UNICEF: Make The Invisible Visible - 1 Year of Combating Violence Against Children

UNICEF’s Make The Invisible Visible campaign is one year old at the end of July and the outdoor advertising agency in Bulgarian, Idea Comm and the creative agency, All Channels have given it an impressive first birthday present with a brilliant OOH campaign in Sofia.

I love how each poster utilize the after dark light installed at all the billboards. During the day passer-bys see a young victim of domestic abuse waiting for a parent to come home in the evening. As evening falls, and the street lights go on, a shadow is cast on the poster and the silhouette of the child’s abusive parent louring over the child’s hunched figure becomes visible.

On July 31 last year, UNICEF launched the campaign to combat violence against children and raise awareness to the problem that it is largely unseen, unheard, undisclosed and underreported.

UNICEF’s Goodwill Ambassador, Liam Neeson, featured in the harrowing launch video that asked, “Just because you can’t see violence against children doesn’t mean it isn’t there. Make the invisible visible. Help us make violence against children disappear. Join us. Speak out.”

P&G: Always: “Like A Girl” - Rewrite the Rules and Empower Girls

I have earlier posted work about Dove’s communication strategy and the "Real Beauty" angle and also how P&G with brands such as Tide and Pantene have promoted the role of the power mum and embraced career women.

Now, Always have launched a new campaign focusing on the phrase “like a girl” and declares its mission to redefine the expression to reference to strength instead of weakness.

For the past 30 years, Always has been empowering girls globally and brought puberty education to millions of adolescent girls. This campaign created by Leo Burnett seeks to improve girls self-esteem and eliminate the confidence crisis among girls and the negative impact of stereotypering.

Watch the latest feminist-themed social experiment here and check out http://www.always.com/en-us/likeagirl.aspx for more.

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