Lynx is paying people to use their homes as media in 'indoor ads' push

Campaign by Lola MullenLowe involves putting selfies with posters, shower vinyl and branded pillows on Instagram

Published On
Mar 29, 2021

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With many people still confined to their homes in the U.K. (although officially, the "Stay at home" order ends today), Lynx has found a way to use the interior of people's houses as media.

The Unilever brand (also known as Axe) is allowing would-be influencers aged over 18 to buy branded items from a website, then take a selfie with the the item and put it on Instagram, in exchange for which they will get a small fee. They can choose from limited edition branded pillows, posters, magnets, or shower vinyl, 550 of which are each available. Fees for showcasing the items on Instagram range from 20 to 50 pounds ($27-$70), so altogether, Lynx is shelling out around £17,000 ($23,500).

The campaign was devised by Spanish agency Lola MullenLowe. “Being able to place ads in bedrooms, living rooms, kitchens and bathrooms during lockdown is not only a fun activation, but gives young people the chance to earn a few quid. We are really grateful to Lynx for allowing us to challenge the way to monetize online content,” says the agency's executive creative director Tomas Ostiglia.


Mar 29, 2021
Client :
Agency :
Lola MullenLowe
Global Brand Director :
Caroline Gregory
Global Brand Manager :
Jamie Brooks
Global Assistant Brand Manager :
Alessandro D’Amico
Brand Specialist :
Claire Fynn
Senior Brand Manager :
Josh Plimmer
Lead Network :
Executive Creative Director :
Tomás Ostiglia
Creative Director :
Kevin Cabuli
Creative Director :
Jorge Zacher
Copywriter :
Álvaro Palma
Copywriter :
Kiki Holshuijsen
Copywriter :
Joaquin Cuadrado
Art Director :
Gines Gomez
Brand Creative Lead :
Maria Garcia Campos
Head of Planning :
Lucas Rodriguez
Social Media Strategy :
Silvia Naranjo
Client Services Director :
Tom Elliston
Account Director :
Oscar Fernandez-Baca
Agency Producer :
Felipe Calvino
Chief Creative Officer :
Jose Miguel Sokoloff
Global Business Director :
Federico Duberti
Global Strategy Director :
Gerard Crichlow
Global Account Director :
Barney Ware
Production House :
Director :
Martin Rietti
Executive Producer :
Nico Cabuche
Producer :
Alberto Lopez
Music :
E-commerce platform development :

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