Lynx (known as Axe in other markets) has launched a characteristically provocative outdoor campaign across London, featuring scratch-and-sniff billboards that encourage interaction with strategically placed scent panels.
The cheeky campaign invites passersby to engage directly with billboard advertising, turning traditional out-of-home media into tactile experience. Rather than passive viewing, the approach requires physical interaction to discover the fragrance's scent profile.
Billboards have appeared throughout London alongside placements in men's lifestyle magazines, creating multi-touchpoint campaign that maintains Lynx's reputation for pushing advertising boundaries.
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Inspiration from Mark