Make _____ Not War

An award-winner that made Lynx grow up

Lynx wanted a digital activation for their Make Love Not War campaign to engage the new, older and more savvy Lynx breed.

With the brand moving away from girls, we couldn't talk about making love – and at a time of war, we certainly couldn’t focus on that either – so we looked to guys' other passions.

THE IDEA: Make ____ Not War

The idea was simple – inspire guys to focus their passions in the name of Peace. To kick things off, we selected the big three; music, fashion and photography – and collaborated with some of the biggest names in each.


Naughty Boy brings artists together in perfect harmony

We challenged MOBO award-winning Naughty Boy to bring three very different artists together on an exclusive Peace track.

We followed each of their journeys from the initial beat to the final edit, and posted weekly video episodes on the Lynx social channels. 

The final music video and track were released online, and aired for the first time on Mr Jam’s 1Xtra show. Huge.

Exclusive collection created for ASOS

We commissioned five of the year’s freshest artists to create a Peace-inspired t-shirt collection.

Each artist’s creative process and passion was captured for further inspiration, and the final collection then sold on ASOS - with profits going to global charity, Peace One Day.

Instagrammers capture Peace

We wanted to get our guys contributing too, so we asked The Times’ Young Photographer of the Year to capture ‘Peace’ around the UK – setting the standard for a hugely successful Instagram competition. 

The thousands of shots taken were whittled down and 5 winner selected - each bagging a top-of-the-range camera. 

The collaborators’ projects were brought together on a beautifully slick site.

The final track

Pardon Me (Lynx Peace edition)
Naught Boy ft. Professor Green, Laura Mvula, Wilkinson, Ava Lily

Our awards video wraps it all up nicely.

Making Lynx grow up

It's not often you can say you got a MOBO Award-winning producer to create you a music track. Or that you got a bespoke collection of t-shirts designed and sold on the UK's largest online fashion retail site. And it's even rarer that you can say you completely changed a brand's public perception. 

The Peace track was aired on Radio 1's MistaJam show and has since clocked up 1.8M views online. The Make Beats series itself had half a million hits, and all 1000 Peace tshirts were sold on ASOS (apart from the 2 we snaffled).