The APG Creative Strategy Awards Shortlist 2009: Lynx

Planned by: Fran Hazeldine, Jonathan Bottomley
Agency: Bartle Bogle Hegarty
Brand: Lynx
Campaign: Get in there


This is one of those papers that makes you glad you work in an industry that constantly evolves. At its heart is the clarifying notion that we should be dedicating ourselves not to creating "digital strategy" but "strategy for a digital world". This is an eureka moment that could come to shape what we are and do.

As well as providing an organising approach and set of planning principles that break our shackles around digital, it is also a well-written account of how a brand built on the world of pulling girls re-expressed its relevance when getting ahead in the mating game became more about surfing than spraying.

The shortlisters enjoyed the slightly sobering depiction of the digital native consumer and the consequent zagging idea that this new generation of would-be swordsmen might need mating game services online to help them back in the real world.

There's a lot to like about this paper and anyone interested in new ways of collaborative working should read it. It's a reminder that digital isn't a channel but a behaviour and a celebration that planning teams will beat a planning guru. Get in there, indeed.