THE PROBLEM

How to recapture Lynx’s original challenger spirit and reposition the brand for a new, younger audience.

OUR SOLUTION

To get to know a brand, you have to immerse yourself in it. So we ventured into deepest, darkest northern Finland to get a taste of the Lynx spirit. What we found was a passion for snowmobiling and love of the wild that just needed us to define and shape it for an eager audience. How could we sum them up? They’re Nordic snow junkies.

CREATING CULT STATUS

We developed a brand framework built upon Lynx riders’ Scandi soul. We called our audience the ‘tribe’ and created the ‘Cypher’ – a secret symbol borne from the existing Lynx logo marking out the brand’s cult status.


SETTING PULSES RACING

We cut, spliced and layered existing snowmobiling footage and added a heart-pounding soundtrack – summing up the new brand story in one minute, 12 seconds of adrenaline-fuelled, high-octane action

AJ SAYS
“The new positioning gave us freedom to have fun with content. The beauty of our bold new tone of voice is that it brings Lynx spirit to even the most mundane items ­– from clothing hangtags to water bottles for employees.”Angharad Jones
Creative Director at Keel

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