TMW Unlimited London


To make Lynx relevant once again to someone in their early twenties we had to evolve how we communicated with them. Scantily clad girls just don’t cut it anymore.

We wanted to get guys to embrace a more stripped back, authentic lifestyle, which the product range embodied. We needed to reflect this in our execution: create a physical embodiment of the scent.

So, we opened a shop.

The ideal brief for a digital agency? Well yes, it was.

Our first task was giving it a name, a style and a purpose…

Say hello to Black Space.

Nestled just off Brick Lane, Black Space was an urban escape from the noise of city life where guys can discover and reignite their passions in an authentic stripped environment.

Our task was to get people there and create content to further extend the reach online across social channels and a campaign microsite.

Black Space needed to be a place for gigs, grooming, drinking, creativity, watching films and listening to inspiring talks. A place to relax and be inspired.

We designed and built a mobile-first microsite to deliver the what, why and where, providing a destination for digital display and search.

We delivered print ads to promote the space, from GQ and FHM inserts to a Shortlist cover wrap seen by 600,000 Londoners. The ads showed the noise and chaos of London and the antidote – Black Space. In addition to this we created a series of OOH proximity ads and proximity SMS to drive footfall.

No shop can open without a launch event. For this we created bespoke stripped back invites for key influencers. Placed alongside it in the box was an icon of classic understated style – a simple black tee shirt. But this simple tee had a few tricks up its sleeve.

We hand sewed unique Bluetooth chips into each tee. A bespoke iPad app allowed us to track our influencers and usher them through the doors, with their favourite drink ready for them - automatically tweeting them thanks. Our stylists also lined up personalized (based on their Instagram) ASOS edits and Jack the Clipper cuts without them saying a word.

A notable event involved our new partnership with CALM - a talk about Modern Masculinity with Scroobius Pip and Rufus Hound.

We shared the content across social channels and live streamed gigs through Periscope using a multi-angled camera, created some curb appeal with live window drawing controlled by Twitter and worked with influencers to create and attend events that tapped into our new brand messaging.


Over 17k people visited the space and were immersed in the new grown up Lynx, 70% of whom fitted our key target audience
Over 52 million social media impressions were generated
Our original video content has received 2.55m views and still rising
Our local East London activation generated national reach with 60% of the social mentions coming from outside London
The campaign received positive coverage from more premium publications than would usually be associated with Lynx and allowed us to work with more aspirational influencers

Date created: May 2015 2015-05-01T00:00:00+0100
Date published: 29 July 2016 2016-07-29T16:00:36+0100


  • Lynx, UnileverClient
Annual 2016 WinnerLynx Black SpaceExperiential Annual 2016 ShortlistLynx Black SpaceAdvertising: Print Project featured: on 17th February 2016 Contributor:

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