The Lynx brand, known as Axe in the U.S., got a whole lot of attention from commuters last month at the London Victoria Train Station when an ad on the floor asked people to “Look up.” When they did, they were watching a large digital billboard that used augmented reality to show a golden fairy magically appearing beside them in a puff of sparkly dust. Later in the month, Lynx staged a similar event at the Birmingham Bullring Centre. The stunts launched the new fragrance Lynx Excite and got plenty of laughs as guys tried to get their arms around the winged fairy—and quite a crowd. One viewer summed it all up: “Brilliant.” Watch the video.
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