Droga5 teams with Visual Jazz and Pulse Films UK to creates debut campaign for Lynx Fast Life
A kick in the face from a pantomime horse, a beautiful girl dressed as a cat licking a bath full of milk, the first man to give birth, the grim reaper accepting a bribe, and a hot judge running off with you; these are just a fraction of the outrageous and outrageously sexy moments that might play out in your Lynx Fast Life, the first campaign by Droga5 for Lynx in Australia.
‘
Write thousands of scripts, then shoot them all in three days’.
This was the audacious task the team from Droga5 set for themselves and Pulse, London when they joined forces in England last month to create Lynx Fast Life; a look at what your life might have been like if the world wasn’t going to end in 2012, (the theme developed internationally for ‘LYNX 2012 – THE FINAL EDITION’).
Lynx Fast Life uses Facebook Connect to extract your personal details, including your five closest friends, so your life is customised and unique to you.
But by creating Modular Content, Droga5, in collaboration with Visual Jazz in Melbourne, managed to create multiple and randomised options for each stage of your life, intercut with hundreds of filler shots, so every time you view it you’ll live a different Fast Life – no two lives will ever be exactly the same.
‘LYNX 2012 – Final Edition’ is based on the ancient Mayan belief that the world is going to end in 2012. A TVC – ‘Happy end of the world’ – was developed overseas and rolled out throughout the global markets. But Droga5 was briefed to extend the depth and engagement of the global campaign to Australian teenage boys.
Droga5 started with the thought that if the world is going to end in 2012, it seems a bit unfair for the young lads. Unlike older people who have lived their lives and done it all, teenagers haven’t really lived at all yet. It was all ahead of them. They had everything to come. But all is not lost. Lynx Fast Life lets you live the rest of your unlived life right now – showing you the breakthroughs, the highs and the lows, the good, the bad and the crazy times and, of course, the ladies (and possibly guys) you could meet along the way. It even reveals your final moments.
The Grenadiers track ‘No One Listens’ further helps set the rollicking pace.
Says Duncan Marshall, Droga5’s executive creative director: “LYNX Fast life has been a huge collaborative effort with Visual Jazz developing the microsite and technical elements, and Pulse Films in London shooting all the AV content. It was a massive task, with more than 130 separate shots done over 3 extreme days of shooting, ensuring that no two Fast Lives will ever be the same.”
The campaign also includes online advertising, search, PR, and a tagged TVC to raise awareness of LYNX Fast Life and drive users to the microsite. At launch, the three teaser videos were the top 3 viewed videos in Australia on You Tube.
Agency: Droga5
Creative Chairman: David Nobay
Executive Creative Director: Duncan Marshall
Creative Director: Steve Jackson
Copywriters: Lucy McBurney, Oskar Westerdal
Art Director: Christopher Walkdekrantz
Integrated Producer: Ryan Chong
Planning Director: Cat Collins
Business Director: Nigel Seeto
Business Manager: Mike Richardson
Technical production company: Visual Jazz
AV production Company: Pulse Films (London)
Director: Sam Pilling
Producer: Hannah Clarke
Unilever
Marketing Director: Sharon Parker
Senior Brand Manager: Duncan Robertson
Assistant Brand Manager: John McKeon
7 Comments
Doesn’t work in Chrome…
You should make sure it is bug free before telling the world
School boy error
Cool shit. Nice one d5. Ended up doing it a few times.
It works fine in Chrome… Try again… #usererror
Worked fine in chrome for me.
Almost as good as that Mini digital idea that came out ooh- was it about 5 years ago?
CRINGE
Fast life how about fast PR, We don’t need a novella.
its probably good. But you lost me at connect with FB.