2012 IAB Awards | Creative Showcase Best of the Best Winner

Lynx Anarchy Invisible Ad
Agency: Soap Creative
Client: Lynx

Soap Creative teamed up with production group Finch to present the world's first invisible ad, unleashing chaos in Sydney and allowing people to experience Lynx Anarchy first-hand.

Soap kicked off their campaign by sending out a Sydney targeted eDM and running a small Facebook campaign to an event listing days before. Event attendees were given glasses, electric blue for men and hot pink for women, which they used to view a terrace house in Sydney where windows had been replaced by a series of hacked LCD screens. With glasses on, guests could see surprising scenes on the screens including a dog swimming in a room full of water, a couple in a foam room and even a baboon.

The original campaign was a huge success with an extremely high and positive response rate.

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