Lynx has launched a new campaign, ‘Unleash the Chaos’, with BBH London to promote the launch of Lynx Attract, its first fragrance available for both men and women.

The campaign, which broke in the US on Sunday and in the UK today, includes TV, out-of-home, digital banners and two Facebook applications. It sees the intense attraction of the men and women wearing the scent leading to chaos as they are drawn together.

The ads were directed by Tom Kuntz, who is best known for his work on Cadbury’s ‘Eyebrows’ and Old Spice’s ‘The Man Your Man Can Smell Like’ campaign.

Facebook apps ‘Anarchy Matchmaker’ and ‘Kissing Chaos’ are to launch in South America this week and roll out globally over the coming months, with the aim of engaging consumers through match-making activities, ‘kissing poses’ and short music videos posted to a user’s profile.

On 23 January Lynx created a teaser ad, coinciding with the product launch in the UK.