Ambient Media Worldwide worked with Lynx on a global campaign launch with an OOH stunt, featuring a bold statement. The new Lynx Black Vanilla scent has triumphed over Tom Ford Tobacco Vanille, with 74 per cent of men favouring Lynx over the pricey designer fragrance, according to research for the brand.

To reinforce this message Ambient brought a non-branded, scented billboard to London’s Southbank, with a playful message asking passers-by if they thought the billboard smelt better than a £200 fragrance. Lynx Black Vanilla was diffused with fragrance across the 10ft billboard, enticing Londoners to lean in and take a sniff. The billboard displaying the results was unveiled by Love Island star and musician Wes Nelson, with support from 11 additional influencers and the sampling of 500 products.