Client
Lynx
Role
Graphic Designer
Platform
Omnichannel
To launch the limited edition Lynx fragrance in partnership with boxing champion Anthony Joshua, the brand created a gamified digital experience that blurred the line between physical and digital worlds. Fans were invited to hunt for 850 cans dropped across the UK via a mobile web app. The experience culminated in five golden cans hidden in places of personal significance to AJ, each rewarding the finder with a ticket to his upcoming fight. Designed to drive hype and product awareness, the campaign turned brand engagement into a real-world challenge.
Tools:
Reaching a hard-to-engage 13–25-year-old male audience demanded more than traditional advertising. Lynx needed to create hype and spark a sense of urgency and movement – online and on the streets. The experience had to be fast, mobile-friendly, and intuitive while connecting authentically with fans of Anthony Joshua. The challenge was to balance bold branding with seamless user journeys that motivated real-world participation, ensuring the platform supported thousands of users simultaneously and delivered instant feedback on can locations.
A mobile-first, geo-targeted treasure hunt was launched, combining digital design, social storytelling, and experiential engagement. The bespoke web app let fans discover nearby drop sites, but they could only unlock prizes by entering specific geo-fenced locations. The concept created urgency and excitement, encouraging users to move quickly in the hope of finding limited-edition cans. Anthony Joshua released clues via Instagram Stories, amplifying anticipation and directing fans to the web app. The hunt transformed brand engagement into a physical and social experience, giving fans a tangible connection to AJ and the Lynx brand.
(All videos were done by the wider creative team)
Rooted in sneaker drop culture and surprise release trends, the concept positioned Lynx as both exclusive and experiential. Inspired by the energy of boxing and the personal story of AJ’s rise, the campaign centred around fast access, limited rewards, and authentic storytelling. Each can was tied to a meaningful location in AJ’s life – his first gym, his hometown, his training ground – making the challenge feel personal and symbolic. With only a few golden cans available, fans had to act fast. It became more than a giveaway –it was a race, a moment, and a digital fight worth chasing.
The visual style was bold and gritty, reflecting Anthony Joshua’s boxing persona and Lynx’s masculine brand identity. A dark colour palette with red accents created a sense of urgency and exclusivity. High-impact product visuals, punchy typography, and motion brought energy to the interface. The map featured custom-branded icons to mark drop zones, while all UI elements were optimised for clarity on mobile.
The campaign was designed to be a seamless mobile journey. Users would arrive via a social swipe-up link or influencer posts and land on a geolocation-powered web app. They could explore a dynamic map showing nearby drop sites.
Once physically within a geo-fenced location, the prize would be unlocked. Some cans came with product samples, others with exclusive content or memorabilia. The five golden cans acted as the ultimate prize: fight tickets.
At each step, the experience was optimised for mobile, frictionless navigation, and quick decision-making. The UX mirrored the campaign’s adrenaline-fuelled concept—fast, intuitive, and goal-driven.
Social platforms played a central role in activation, driving traffic and excitement throughout the campaign. AJ used Instagram and Facebook Stories to drop clues, while the Lynx team released teaser content and callouts. Fans could engage directly and share their wins using the campaign hashtag, which helped amplify reach.
Driving awareness
Using AJ’s own social media channels gave the campaign immediate credibility and reach. His followers were given early access to clues, and swipe-up links drove high traffic to the web app. Custom content, influencer hype, and owned social all worked together to maximise buzz and anticipation.
Changing behaviours
The campaign motivated digital-first audiences to step outside and participate physically. By linking content to real-world movement, it bridged online and offline behaviour. Fans were no longer passive viewers – they became active participants. That shift in behaviour was key to the campaign’s success.
The campaign generated over 4.4 million impressions through AJ’s and Lynx’s combined social reach. Over 36,000 users joined the hunt, with one in every 20 people who clicked the campaign URL physically visiting a drop site. Thousands of cans were claimed across the UK, and the golden can winners received tickets to AJ’s next fight. The campaign created a huge spike in brand conversation and user-generated content. Its success was recognised in the industry, with shortlist nominations and media features. Most importantly, it delivered a sense of excitement and connection to the Lynx brand.
This was a unique blend of digital product design and real-world experience, requiring seamless UX, strong branding, and cross-platform cohesion. The campaign demonstrated how smart digital design can influence real-life behaviour and elevate brand perception. It was an exciting opportunity to work on a culturally relevant, fast-paced activation. Seeing users take to the streets and interact with the experience in real time was incredibly rewarding.
