Lynx creates peace invasion with £9m campaign

Lynx has unveiled the next stage of its ‘Make Love Not War’ campaign, to promote its Lynx Peace range, with 70ft peace signs appearing across ten UK cities.

The UK wide peace invasion saw London’s iconic Tower Bridge adorned with a giant peace sign, while the London Eye, Leeds Corn Exchange, Glastonbury Farm and more locations were also used as part of the experiential phase.

The Unilever campaign from TMW uses the phrases Make Beats Not War, Make Threads Not War and Make Moments Not War, and aims to raise awareness of the Peace One Day project.

David Titman, marketing manager at Lynx, said: “After sending someone to space in 2013, we wanted to push the boundaries even further this year – and what’s more ambitious than inspiring world peace? Aside from creating an amazing new fragrance, we wanted to inspire our guys to focus their passions into something positive and helping to raise awareness for Peace One Day, a campaign we are hugely proud to be part of.”

As well as TV, OOH and digital, the £9m multi-media marketing spend on the campaign comprises print, sampling and in-store.

Jeremy Gilley, founder of Peace One Day said: “Through our partnership with Lynx, we hope to raise awareness in an astonishing amount of young people, and awareness of peace is everything. Awareness inspires action, and action creates change. We're honoured that a brand like Lynx, which reaches millions of people each year, is supporting us to inspire and empower a new generation of peacemakers.”

The TV ad is set to run until the end of May.

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