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<\/p>\nLynx has teamed up with Australian NBA star Dyson Daniels for a new campaign via Thinkerbell, turning the basketballer\u2019s chiselled physique into an unexpectedly extravagant fragrance holder.<\/p>\n
The campaign promotes Lynx Fine Fragrance and takes aim at the conventions of the luxury fragrance category, where elaborate bottles and premium packaging are often used to signal exclusivity.<\/p>\n
At the centre of the work is the Lynx Dyson Daniels Fine Fragrance Holder \u2013 a custom-made, oversized object modelled from Daniels\u2019 fingertip to chest, designed to house an everyday can of Lynx and make it look considerably more expensive than it is.<\/p>\n
<\/p>\n
The deliberately absurd product aims to reinforce the campaign\u2019s proposition that consumers can smell premium without paying a premium price.<\/p>\n
Thinkerbell also partnered with creator duo The Macfarlane Bros on the social-first campaign, with Daniels appearing in content defending young men\u2019s right to smell expensive without the luxury price tag.<\/p>\n
Dave Rebetzke, marketing manager at Unilever, said the partnership was designed to connect with younger consumers through culture and sport.<\/p>\n
\u201cYoung men want to look and smell great without being priced out of high-end fine fragrances,\u201d Rebetzke said.<\/p>\n
\u201cPartnering with Dyson Daniels allows us to show up authentically in spaces Gen Z cares about, proving that luxury-quality fragrance doesn\u2019t require a luxury price tag.\u201d<\/p>\n
Thinkerbell head tinker Cat Williams said the oversized holder was intended to bring a dose of humour and cultural relevance to the category.<\/p>\n
\u201cIn the world of fine fragrance, elaborate bottles are usually reserved for luxury perfume houses,\u201d Williams said.<\/p>\n
\u201cMoulding a custom holder off NBA defensive star Dyson Daniels was a fun way to bring some oddity and cultural clout to Lynx Fine Fragrance. It\u2019s absurd, single-minded, and gives guys a way to smell like a million bucks for a fraction of the cost.\u201d<\/p>\n
Perry Varol, brand manager for Lynx at Unilever, added: \u201cSmelling incredible shouldn\u2019t feel like an exclusive club with a velvet rope.<\/p>\n
\u201cDyson Daniels moves with swagger and style, making him the perfect partner to show young guys that premium, head-turning scents are fully within reach.\u201d<\/p>\n
The integrated campaign spans earned media, social teasers, digital and in-store activity, as well as a live meet-and-greet with Daniels at Chemist Warehouse in Melbourne.<\/p>\n
The work was created by Thinkerbell, with production handled by WPP Production and media by Mindshare.<\/p>\n
Credits<\/p>\n
Client: Unilever
Creative and earned agency: Thinkerbell
Production: WPP Production
Media: Mindshare<\/p>\n","protected":false},"excerpt":{"rendered":"Lynx has teamed up with Australian NBA star Dyson Daniels for a new campaign via Thinkerbell, turning the…\n","protected":false},"author":2,"featured_media":885023,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[557],"tags":[64,63,152073,590,85,84970],"class_list":["post-885022","post","type-post","status-publish","format-standard","has-post-thumbnail","category-nba","tag-au","tag-australia","tag-lynx","tag-nba","tag-sports","tag-thinkerbell"],"_links":{"self":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/885022","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/comments?post=885022"}],"version-history":[{"count":0,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/posts\/885022\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media\/885023"}],"wp:attachment":[{"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/media?parent=885022"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/categories?post=885022"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.newsbeep.com\/au\/wp-json\/wp\/v2\/tags?post=885022"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}