The campaign revolves around a speed boxing challenge involving three of Lynx’s ‘Men of the Moment’ influencers: England football star Dele Alli; actor, rapper and comedian Michael Dapaah (best-known for playing Big Shaq); and musician Not3s.
In each of the three short films at the heart of the campaign, one of the three is challenged by Joshua to see how many speedball punches he can throw in just 30 seconds then, at the end, he passes the challenge on to the next ‘Man of the Moment’ to be featured.
TMW Unlimited has created a portfolio of social campaign-themed assets for Joshua’s fight with Russian boxer Alexander Povetkin at Wembley Stadium, which took place on Saturday 22nd September. Povetkin was the mandatory challenger to Joshua’s World Boxing Association title and Joshua also defended his WBA Super, IBF, WBO and IBO belts in the fight.
Lynx launched its Men of the Moment initiative in 2016.
The ‘Men of the Moment’ strategy began by assembling a definitive list of today’s most culturally relevant men shaping our times, challenging male stereotypes and achieving success on their own terms. The men selected also include actors Chadwick Boseman and Daniel Kaluuya; musicians Stormzy and Wiley; and Prince Harry.
Jamie Brookes, Brand Manager at Unilever, said: “Lynx has been using a variety of assets featuring our ‘Men of the Moment’ since the start of the year to show how these men style-out embarrassing moments, meet life’s daily challenges, and stay ‘gold’. It’s all part of our intention to re-frame debate around what masculinity is in the 21st century and what it now means to be a man.”
Source: TMW Unlimited