To introduce its new range of deodorant, LYNX created the world’s first invisible ad in Sydney, Australia. The concept used an abandoned terrace house where the windows were replaced with special LED screens. For the usual passers-by, the screens would appear blank. However, for those who are wearing sunglasses, they were able to see the raunchy videos of couples making out.
LYNX gave out polarized sunglasses to people who walked by, who were mainly its target market of young party-goers. The digital campaign is a clever way to get consumers’ attention that deviates from traditional marketing channels like posters and billboards.