[From DigitalAnalog; a 2:07 minute video is available here and more information is available from Mumbrella]

Lynx Anarchy Promoted with ‘Invisible’ Videos

May 9, 2012

Lynx, also known as Axe in many countries, comes up with campaigns that are risky and innovative. It’s hard to ignore them because of their sex appeal and the creative way in which the campaigns are executed. The campaign for Lynx Anarchy scored in both categories. ‘Invisible’ videos were used in Sydney to promote the brand.

The windows of a building in Sydney were replaced with LCD screens. The visuals projected on these LCD screens were not visible to the naked eye. Special polarised sunglasses were distributed to onlookers and passers-by (men got the blue-framed sunglasses and the women received the pink ones). With these polarized sunglasses, the viewers could see videos on the blank screens. The projections showed wild and sexual acts along with some quirky animal videos. This ‘House of Anarchy’ pleased the voyeurs of Sydney and made them aware of Lynx’s new product.