Danny Burrows copywriter

Because of my in-depth knowledge of action sports and proven ability to write for niche audiences, London based advertising agency Keel asked me to create a campaign across multiple touch points for the 2023 North American launch of the Finnish Ski-doo brand Lynx.

This was a complex brief that demanded a deep dive into the world of sledders, and the translation of highly technical information into engaging copy for a core audience. 

The brief included the creation of product descriptions, video scripts, social media posts, POS material and advertising tag lines, while the cornerstone of the campaign was both to deliver the energy of the sport and brand, and highlight the ‘sisu’ of Lynx’s in the American market.