BBH launched 'Get In There', the first ongoing digital expression of the Lynx Effect. 'Get In There' is a holistic online and mobile experience rooted at www.lynxeffect.com with rich, diverse digital content that guys can use to play the seduction game in real life.

The campaign aims to answer a simple problem: with digital as the enemy of the Lynx Effect - webcams, chat-rooms and instant messaging – young guys are spending more and more time trying to get girls online, how can a sensory male grooming brand re-express itself in the digital space? The answer is 'Get In There', a campaign that inspires, equips and encourages guys to get out and have a go with girls in the real world, not just in cyberspace.