NEWS FROM LYNX

LYNX AMBUSH FEDERATION SQUARE IN FIRST

AUSTRALIAN AUGMENTED REALITY STUNT

To celebrate the launch of the new deodorant, Excite, Lynx will be launching the first experiential augmented reality stunt in Australia on Friday 27^th May.

Taking place in Federation Square, Melbourne, the experiential activity will feature the Lynx Excite Angels who have risen to fame in the recent Lynx ‘Fallen Angels’ TV advertising campaign.

The activity which uses a mixture of live compositing and specialist software, will see people directly interacting with the angels on a digital video screen at Federation Square. As passers-by walk onto the Lynx markers on the floor, angels will literally fall to earth on the screen and interact with whoever is on the marker at the time.

The activity was rolled out successfully in the UK earlier in the year but this is the first time such technology is being used in this way in Australia.

Lynx Senior Brand Manager Duncan Robertson, said “We were so impressed with the impact of the Fallen Angels ambush stunt in the UK that it was a no brainer for us to bring the technology over to Australia and replicate the success. Lynx has a tradition of innovation – whether it’s developing the latest deodorant, or using cutting edge technology to interact with Australian guys - so the project felt like a natural undertaking for us. The Fallen Angels ad campaign has proven to be exceptionally popular so we’re hopeful people will show their support at Federation Square and get up close and personal with the angels in this Aussie first!”

The activity is open to the public and will run on Friday 27^th May from 11am until 3pm.

For further information, please contact Laura Barette at Frank PR on 028202 0555 or laurabarette@frankpr.com.au.

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Notes to editors:

The Excite gourmand-oriental FRAGRANCE builds on the heritage of our 2 historic best sellers;  Africa & Dark Temptation, but with a more MODERN and SOPHISTICATED interpretation as inspired by Armani Code. The edgy signature at the top of this fragrance comes from a vibrant mix of leafy green and watery pear, contrasted with touches of black pepper that gives it a freshness that is instantly recognisable. The heart reveals a seductive blend of gourmand notes of coconut, marshmallow, hazelnut & caramel. The background is inspired by the oriental side of Armani Code with sensual woods, amber and vanilla.