Brief
We were commissioned to deliver a campaign that celebrates 25 years of Lynx Africa, but with progressive attitudes and nods towards sexual fluidity since the era of lad culture. The challenge was how does one celebrate the heritage of one of advertising’s most impactful brands and be relevant today yet still evoke the era of the 1990s.
Approach
Our solution was to take a trip down pop culture’s memory lane, but not just any old lane, an intergalactic time tunnel of a lane, stacked with references from the last 25 years.
The Mill/MPC Creative directed, produced, shot, graded and post-produced the spot in its entirety for Unilever’s internal agency, Oliver. Shot over two days in studio and located in South Africa, the spot was almost entirely post-produced remotely from home due to Covid-19 lockdown by a crack team of visual effects artists. Our motion designers and 2D team created holograms, dance floors, floating dates and crafted the ‘Strunnel’ world; enhanced by VFX smoke and vortex’s.
Impact
The campaign was created and launched by Unilever’s in-house content agency U-Studio, one of the largest in-house teams in the world, with over 300 creative specialists across the globe. The end result is a memorable trip down pop culture’s memory lane, but not just any old lane: an intergalactic time tunnel of a lane, stacked with cultural references from the last 25 years.