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Award: Graphite Pencil

Graphite Pencil / Integrated / Integrated Advertising / 2006

In 2005, Lynx launched a mythical airline that promised young males the flight of their lives. LYNXjet looked and behaved like any major airline, only with a Lynx twist, offering a totally new level of service and entertainment from the friendly LYNXjet 'mostesses'. The campaign broke with a 60 second TV commercial, which then drove customers to the LYNXjet website where they could try to book flights or join the LYNXjet Mile High Club. Even though the campaign was very much tongue-in-cheek, many (including the media) believed this was a real airline. The blurring of lines between real and fantasy further fuelled media hype and PR, which, combined with an irreverent print and radio campaign, generated sales that far exceeded targets, selling out the special edition LYNXjet Deodorant within weeks.

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