Sunday, November 05, 2006


Unilever’s multi-award-winning ‘LYNXjet’ will this week be given a fresh new lease of life with the launch of a major interactive campaign through Lowe Hunt, Sydney.
To mark the arrival in stores of a new 'Planet' limited edition LYNXjet deodorant, a new virtual world – LYNXjet Planet – has been created at
In the game-based experience, LYNXjet’s busty ‘Mostesses’ lead young guys on a tour through virtual recreations of major cities, encouraging them to participate in the Lynx ‘mating game’ with girls they meet in the streets, bars and clubs along the way.
The Planet concept launches with a tour of Tokyo, followed later in the campaign by Stockholm and New York.
Traffic to the virtual LYNXjet Planet will be driven from hundreds of thousands of limited edition cans, a significant online campaign developed in partnership with Universal McCann and a major viral campaign featuring the talents of Japan’s hottest all-girl pop band, Dizzy Banana. The girls have agreed to release their video and single “Spin, Spin, Spin” virally to encourage male fans to visit Tokyo with LYNXjet Planet.
Says Sharon Parker, Marketing Director for Deodorants at Unilever: “LYNXjet was a significant business success for us, with LYNXjet Planet we wanted to drive sales of the limited edition cans with a really rich, engaging consumer experience.”
Adds Dejan Rasic, creative director of Lowe Hunt: “City guides to the coolest destinations around the world was a logical extension of the LYNXjet campaign. What we’ve done is stayed true to the LYNXjet tone of voice and made it a fun and playful fantasy experience.”

Project name: LYNXjet Planet
Client: Unilever Australasia
Client Team: Sharon Parker - Marketing Director for Deodorants
Duncan Robertson, Assistant Brand Manager
Creative Agency: Lowe Hunt, Sydney
Creative Director: Dejan Rasic
Creative Team: Dejan Rasic, Howard Collinge, Jonathan Mo
Head of Interactive: Mark Ashley-Wilson
Head of Interactive Creative: Jonathan Mo
Illustrator & Flash Programmer: Han Lee
Director of Production: Darren Bailey
Senior Producer: Lisa Cordukes
Online Video Director: Mark Ashley-Wilson
Music Video Directors: Howard Collinge, Dejan Rasic, Darren Bailey
Music Track: SongZu
Director of Photography: Brycen Horne


Anonymous Anonymous said...

Chris is 'on assignment' - but asked me to post this 'past' POV from another BLOG.....

Originality can drive you dizzy!

In line with B&T's comments that history is littered with sequels gone wrong, I’m afraid Lowe Hunt’s Lynx Jet follow-up is not very original! I was one of the first to congratulate Lynx Jet at Cannes in an email last June to the agency world at large. We applauded their multi-channel ideas and in the same email laid bare our creatives for Bracket Girls, an all-girl digital and real Asian pop group playing gigs as animated characters, amidst gaming and anime-manga comic sub cultures. A live presentation to Draft New Zealand and Lowe Hunt representation in Sydney at the beginning of this year had intimated our same creative. In further pics circulated, highly rendered PhotoShop original designs showed a 3-screen role-playing game called “Camouflage Woman”, screen shots of a sultry Asian 3 girl band, ( animated and real people) and the mysterious Seyu Lei Ng (CUL8R) singing aboard an aircraft at the Tokyo Motokoto Karaoke Lounge…Sound familiar yet? More recently we completed a real Idol type search for an AustralASIAN singing (and modelling) Bracket Girl!

Gladly-the name Dizzy Banana, cam-pans of skimpy nightwear, underwear, teaching people to pick up backpackers and schoolgirls and sugary pop songs does not bear any relevance to us and we think the video-song part of their campaign bears absolutely no relevance to anime, but seems more like a replay of Channel Ten’s ill fated Girlband!

I’m not sure how serious Lowe Hunt’s Mark Ashley-Wilson is in publicity about their Japanese sub culture research, but Gorillaz have been seriously involved in anime and manga comic cross-reference for the last 6 years, as have many REAL QUALITY girl bands in Japan and as is a lot of The Brackets (Boys and Girls) cultures!

We will be posting
our “expressions” of more serious Asia sub and uber cultures across My Space, You Tube, Google and all the other obvious channels in all good time, but in the meantime-we hope the Banana girls reach the dizziest heights of superstardom and wish them every success. We just hope they don’t have to charter a real jet!

Chris Simon. Bracket Boys. 23 October 2006

10:39 PM  
Anonymous Anonymous said...

I don't understand the argument of the guy above? Is he saying that he invented the idea of a girl band? Sorry but as far as i am aware - you can't own all girl pop bands. It's not an idea, it's a genre of music.

3:30 AM  
Anonymous Anonymous said...

My head is still spinning from Derby saturday..

9:24 AM  
Anonymous Anonymous said...

I'm not really sure how much it matters whether they "borrowed" it or not, this really is a "sequel gone wrong" imho.

It has none of the fun or eye for detail of the original campaign and instead comes off feeling condescending and shallow.

And where the first campaign had a kind of inclusive knowing wink it's replaced here by a lurid lecherous sneer that is embarrassing to watch.

9:54 AM  
Anonymous Anonymous said...

Very cool. I want to work for Lowe.

10:40 AM  
Anonymous Anonymous said...

looks like they had fun making it but the animation lets them down. it doesn't really capture japanese/asian culture. if you want the look, bring in an asian director or something. But don't let the creatives direct it themselves.

it is quite rare to see something directed by creatives that turns out really cool. leave it to the pros, especially if it something that is 3 minutes long!

10:40 AM  
Blogger Anto said...

I don't get it either. Is he saying it's a rip or not?

Perhaps my mind is muddled by that sexy video.

10:47 AM  
Anonymous Anonymous said...

Bracket off.

This rocks.

11:59 AM  
Anonymous Anonymous said...

I logged onto the website. Got to say it's pretty good. Not up there with playstation or anything but still a good way to chew up a few hours.

1:27 PM  
Anonymous Anonymous said...

saw this on youtube last week. It got over 5000 hits.

2:37 PM  
Anonymous Anonymous said...

To ‘the gutless one’ who can only speak anonymously-I didn’t say it didn’t rock–(you idiot) I said it wasn’t original! ‘Bracket off’! Good name for a song! Cheers! Or was it a ref to your cricket prowess? Good luck on the M-Cup-by-the-way!

And to 3.30am: FAIR comment. No-of course I didn’t invent the idea of a Girl Band. But Lowe Hunt say they did…….READ ON………….

If you really want some of the FACTS…..Here they come….And as I take a few seconds to paste this…..I ‘gotta get back to a Client who knows my name and my bank account details……

I'm rather hoping that some of the many fairly big names who saw exactly what Lowe Hunt Sydney saw at the same time, (and have since 'shown support' privately) might show a more 'public' support! But anyway-I'll get a complete (and accurate) story, with low res images emailed to you post haste-(MAYBE),if you can get it on this BLOG. In terms of the background (there's levels of complication-politics)-but it was when DRAFT, (locally) seemed to be claiming majority kudos for the Lynxjet Mostess stuff, (which I/we still highly applaud) and my presentation in mid February 2006 was to CEO/Senior Management levels of DRAFT Worldwide - with Senior Management representation from Lowe Hunt Sydney. Prior to this presentation-I had asked DETAILED questions about MARK ASHLEY-WILSON and his portfolio of INTERACTIVE responsibility at Lowe Hunt-which was indicated as being influential through DRAFT ANZ and other Lowe Hunt Offices also......(Ashley-Wilson had not long been in the Lowe Hunt job). Since this presentation-BRACKET GIRLS (and The Brackets Social Type Creative, (far more than just a band) went industry wide-with fairly high profile exposure of the creatives and at private presentations and conferences-particularly the one (iMAT) where Crispin, Porter +Bogusky were ‘rumoured’ to applaud our Bracket Girls (and Bracket Boys)! At some of the conferences-various ex-colleagues of Ashley-Wilson from HotHouse(who we greatly admire) and some, I think, from Tequila,(who we greatly admire) all praised The Brackets; with one or two showing suggestions that Lowe Hunt or Ashley-Wilson were very aware of our work and that we should get it into them. These people probably not aware of the presentation done to Lowe Hunt and DRAFT about 4 or 5 months before anyway! And then there were the 'wide angle' emails and pics sent to Cannes-which, at the time, was a disguised 'peer-2-peer' congratulations to Lynxjet Hostess-Airline Campaign, (which we still consider to be integrated brilliance)-with TEASERS saying 'we were the next Lynxjet kind of 'craze-integration' and we'd see you all at Cannes in 2007! Then-only the other week or so-we started seeing all this "new" Dizzy Banana stuff and quotes about anime, manga, etc....That we practically previously invented on ‘Gorillaz Type’ concepts-not to mention all our Japanese-China and Asia bits on Brackets that regarded this bit as culturally very important, etc.....But please Mr Bracket Off---I’m not saying I invented Anime or Manga!!!!!!Plus a lot of our thing-before and since Gorillaz-has ALL been about virtual worlds or planets(IM-Emoticon-SMS-MMS metaphor)-cityscapes of Singapore, Malaysia, Tokyo, Seol, Shanghai, Beijing, Hong Kong, New York, London and the very strong 'interplay' of ‘time travel’, music and Idol metaphors and juxta-pose with MANGA and ANIME....It's been our creative for at least 2-3 years! And included pics of a 3 piece Japanese('ie) looking girl group, games, cityscapes, mobile TXT characters, etc....

No I didn’t invent girl bands and neither did Lowe Hunt! I think they say that girl bands were their ‘brainchild’!

So to Mr Bracket Off! If you ‘wanna continue this intellectual banta-then we’ll be supplying all pics post haste to the editor of this Blog and many other editors worldwide!!!!! If and when we CHOOSE! Because incase you didn’t know-this is the age of CONSUMER ENGAGEMENT and peer-2-peer!
Creative Director of Social Technologies

2:41 PM  
Anonymous Anonymous said...

Tosser - get a life mate.

3:30 PM  
Anonymous Anonymous said...

Sorry, Chris. Still none the wiser.

3:33 PM  
Anonymous Anonymous said...

Great idea using sexy chicks to sell products, oh dear, that's been done, 60 years ago and to death.

3:40 PM  
Anonymous Anonymous said...

It may be the long lunch talking but what the fuck are you on about Chris Simon?

In 25 words or less please make your point.

3:42 PM  
Anonymous Anonymous said...

Bracket boy – you doin drugs dude?

That's a puff for a little fire.

No offense man, but three well thought out words beats a thousand.

3:53 PM  
Anonymous Anonymous said...

Chris simon just hurt my head.


4:09 PM  
Anonymous Anonymous said...

For someone with so much puffery he actually has no substance - and why is his homepage a pitch document to Rapp Collins?

4:26 PM  
Anonymous Anonymous said...

I logged onto the site. It's all about the cities you can fly to not really about a girl band. Not a bad effort - you can walk around japan and stuff and chat to girls.
The video seems to be a viral to take you to the site. I don't really understand what that bracket guy is trying to say??? Maybe he doesn't either.

Terry Weber

4:58 PM  
Anonymous Anonymous said...

You make no sense Chris Simon. leave the blog for sensible feedback. Lynchy can you keep the blog about the work not some guy who wants to create/hijack the site to further his own lame PR. Thanks.

Nicholas Thomas Brown

5:07 PM  
Anonymous Anonymous said...

I agree. PR yourself somewhere else. I actually like the site and the Dizzy banana band thing seems like a small part of the whole campaign.

6:10 PM  
Anonymous Anonymous said...

Yo! Whoever, signed on as "curious" get a new nomer....Someone might think you are me!

Besides.. THIS ROCKS. Sexy girls are always good.

For more skillfull imagery of T&A check out our Bikini Bandits films at , or on you tube.

As for the comment that its not" authentically Asian or Japanese enough"... Dont be retarded! Is it for the Asian Market? Hell no... anything but.

I imagine it works really well in Australia, where it should. And I knwo they would enjoy it here in Japan as well... a nice bit of sexy silliness.

Well done to whomever did it!

Next time, give us a call. I am sure Curious' Miki Magasiva would love to help out... He's the Felini of the Bikini!

7:19 PM  
Anonymous Anonymous said...

These girls are hot. I got the link sent to me so it's obviously doing it's job - and it made me go to the site. Well done.


9:44 PM  
Blogger Kat said...

I think he is trying to say that Lowe stole his idea. However judging by the references on his website to 'Pete Tong' and 'Fabric', I think 3:53pm might be right.

12:49 AM  
Anonymous Anonymous said...

A member of The Bracket Boys' team worldwide says: CS does not do long lunches! (Infact-I don't think he does lunch!) Time differences on Europe-US-Asia clients does not allow. He does not use BLOGS for PR! His brilliant review of the Sony Bravia TVC, (which got picked up by Sony in NYC is testament to this. As is Google-You Tube and lots about the instant message metaphors and social creatives, also picked up in New York). So you guys get a 'professional' life....

1:59 AM  
Anonymous Anonymous said...

Piss off Bracket Boys - you're a bunch of morons. Go back to your banner ads and stop trying to comment on things that are out of your league.

Big Johnny Thomas

10:30 AM  
Anonymous Anonymous said...

Sorry bracketboy.

You failed to convince me of any idea theft.

Lynx is about tapping into the male fantasy. Air hostesses, cutesy half-naked Japanese girls, French maids, year 9 social studies teachers - the list goes on.

Dizzy Banana are being used for their visual aesthetic and fantasy appeal. Most Australian males couldn't give a toss about the sub-culture - but I reckon Dizzy Banana are worth one or two.

12:10 PM  
Anonymous Anonymous said...

this bracket boy shit is freakin me out.

what the fuck does it all mean????

are they speaking english???????????

it's really doing my head in.

...again and again and again.

Willo, help us out here, who are these bizzaro boys?????

5:07 PM  
Blogger Kat said...

'Brilliant review' what the fuck are you on about? He can't even write clearly. I'd love to say, 'get off the blog', but I am enjoying your stupidity far too much.

9:17 PM  
Anonymous Anonymous said...

Now I know the agency did this, it all makes sense. The spots are sexist exploitative dribble, precisely the kind of shit the trolls of advertising are into. I wonder if they told their wives about it. How pathetic - wouldn't have two ideas to rub together if you paid them... hang on, they are paid, right?

2:45 PM  
Anonymous Anonymous said...

Dear Lynchy
I tried to post this about 5 hours ago today,Wed Nov 8:

Saatchi and Saatchi’s David Nobay was right in his earlier POV. All you ‘schoolboys’ have done is acted like bullies! That bracket person was just ‘trying’ to put down an objective opinion. Hardly any of you have debated this Lynx campaign with objectivity, wit or constructiveness. Are you actually trying to be taken seriously by any clients reading this? Good on you for marginalising Australia advertising even further!

4:08 PM  
Anonymous Anonymous said...

Objective opinions are one thing but that guy is just trying to create PR on the back of this for his own stuff. Even he can't articulate what his opinion is so why should people cut him slack? Sorry, but unlike you I believe that the ad industry is full of pretty bright people who quite frankly can spot someone who is full of shit a mile off. That's why everyone is ganging up on him.

Chris Hingston

5:20 PM  
Anonymous Anonymous said...


CONGRATULATIONS to all last night’s brilliant winners.

I’m sorry Chris, but I unequivocally deny trying to create PR on the back of this.
If that were the case, why did I only come on this BLOG originally to comment on Nobay’s opinion that ‘you guys cannot articulate what your opinions are’? There were 11 comments the day I left mine. When I returned a day later, there were 104 further comments. None disagreeing with my POV and many expanding on it!

Even ‘ganging up’ on someone, as you so quaintly put it, can be done a lot more eloquently by the many bright people in this industry. And I agree, you are MANY! I simply have to defend myself, because you do not have me ‘running scared’. ‘I WAS NOT SEEKING PR’ and I will defend that statement forever.

11:49 AM  
Anonymous Anonymous said...

Give it up Chris - you're making less sense everytime you post something.

5:07 PM  
Anonymous Anonymous said...

Chris thinks he's an expert on advertising. What have you ever done Chris? Name one fucking campaign that you've ever worked on that's remotely worth mentioning.

6:13 PM  
Anonymous Anonymous said...

We believe Chris was inducted into The Great Moments in Australian Advertising Book for his contributions to the NZTB Real Slice of Heaven Campaign that ran for almost six years-won Pata Gold and two AMI Awards; that he helped re-image the Fernwood Franchise and worked across some of the UK’s biggest and most successful integrated campaigns on stuff like Toyota, RAC, Lloyds TSB, Legal and General, Royal Sun Alliance, Diageo and Pfizer. He was honoured by the Sydney Business Centre’s Empowering Entrepreneurs Unlimited and many, many other awards. We are currently arranging speaking engagements for Chris in London and, hopefully, Cannes. If you give us your full name and details, we’ll get his Agent to call you with further details.
On behalf of Chris Simon and any BRACKETS related groups we will enter into no further conversation on this segment of the otherwise very interesting Campaign Brief BLOG.

4:22 PM  
Anonymous Anonymous said...

"We believe Chris was inducted into The Great Moments in Australian Advertising Book for his contributions to the NZTB Real Slice of Heaven Campaign"

Is there such a book? And if there were, why would it feature an NZ campaign?


11:42 PM  
Anonymous Anonymous said...

Pata Gold? Might as well tell us you won a meat tray mate. C'mon mate - where's your fucking band that you keep harping on about and how it's the same as Lynxjet. Bring it on ... Front up or shut the FUCK up.


11:43 PM  

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