Universal McCann conceived and executed the Lynx Nightshifter Reporter campaign in collaboration with selected media partners – it was a unique situation to have such disparate media companies working together for a common cause. With no available creative and a moderate spend, we developed an integrated multi-media platform that significantly shifted Lynx’s 'cool' positioning in a positive direction.From in-programme segments with the Lynx Nightshifter reporters to the editorial pages developed in Ralph magazine, this media solution, driven by Universal McCann, was not about the placement of advertisements in the right medium but true integration into each medium itself!