Campaign Digital Awards 2006: Best Health and Beauty Campaign

Project: Lynxmas
Client: Lauren Gold, brand executive, Lynx
Agency: Dare
Writer: Alastair Robertson
Art director: Olivier Rabenschlag
Designer: Rufus Kahler

Much like the above-the-line work for the brand, "lovely ladies" were the focus of Lynx's Christmas campaign. Dare filmed two scantily clad women forming the letters of the alphabet by contorting their bodies - and then integrated the footage into a site.

When a user typed in a message, the women spelled it out. Traffic to the site built up out of word-of-mouth - more than 8,000 people went to visit the site before Dare even sent out an e-mail about it, and at its peak, the site had more than 56,000 visitors per day.