Lynx 2024 and 2025 Line Up

Agency Credit: Keel London

This strategy was all about showcasing Finland’s most iconic snowmobile brand to a global hardcore audience with an ambitious product lineup. We looked to connect with “sled-heads” across the world by celebrating Finland’s rugged ‘Sisu’ mentality and setting this alongside Lynx’s famously extreme style of riding. We aimed to land the idea that a Lynx is not for everyone, it’s only for those Built Tough. This resulted in a brand proposition of UNSTOPPABLE and activating with an iconic spokesperson who captures the Finnish toughness, snowmobile skillz and bizarre -40˚C BBQing.