The winning campaign included press, outdoor, TV and ambient media and saw the creation of a Lynx-branded airline in an attempt to engage with 17- to 25-year-old men.
Focusing on young Australian men's love of travel, the Lynxjet campaign included the creation of a team of "air mostesses" complete with short skirts and revealing blouses. One of the Australian low-cost airline Jetstar's planes was repainted in Lynxjet colours. A website allowed men to check in online and to visit a lounge branded "the Lynxjet Mile High Club".
The campaign courted controversy when Jetstar cabin crews threatened to strike, causing Lynx to pull the plane from the advertising.
The awards were disappointing for UK media agencies, which took home just one gold and two bronze Lions.
OMD won a gold Lion for its London-wide Monopoly game for Hasbro. The campaign, created by DDB London, featured Monopoly-branded taxis and an online playable game.
The cabs earned money for players as they passed their properties in the city.