Cannes Lions

LYNX RAZORS

BARTLE BOGLE HEGARTY, London / LEVER-FABERGE / 2001

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The objective of the digital component of the campaign was to generate more fame around the content ideas expressed in the TV ad. This basically meant exploring the whole Turkish angle (leveraging on the music/people used in the ad and trying to mimic how they would approach digital design and expression). As this was a brand building activity and we were dealing with a very discerning audience (male 16-24), we didn't want to hit them over the head with lots of over branded messages. We also felt that the reception to the ad had been so positive, that we could use elements like music and characters as brand vehicles and not logos. This was quite a groundbreaking move for the client! It has however allowed us to develop an entertainment based concept that has not only pushed the barriers of digital design (or at least take the piss out of them) but also demonstrate a positive step forward in using content as a brand building device.

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