A kick in the face from a pantomime horse, a beautiful girl dressed as a cat licking a bath full of milk, the first man to give birth, the grim reaper accepting a bribe, a hot judge running away with you.

These are just some of the outrageous moments that might play out in your Lynx Fast Life, the first campaign by Droga5 for Lynx in Australia and the first of its kind to use Modular Content.

With an audacious brief of 'Write thousands of scripts, then shoot them all in three days', Droga5 partnered with London-based Pulse to develop a look into what life might have been like if the world wasn’t going to end in 2012, (the theme developed internationally for Lynx 2012 – The Final Edition. 

Using Facebook to cross reference personal details, including a user's five closest friends, the life is customized and unique.  Modular Content Droga5 in collaboration with Visual Jazz in Melbourne, have created multiple and randomized options for each stage of your life, intercut with hundreds of filler shots, so every time it is viewed it's a different Fast Life – no two lives ever the same.

LYNX 2012 – Final Edition is based on the ancient Mayan belief that the world is going to end in 2012.  The Happy End of The World TVC was rolled out throughout the global markets. Droga5's goal was to extend the depth and engagement of the global campaign to Australian teenage boys.

Based on the premise that if the world ends in 2012, it would be unfair on young men who haven't yet lived their lives - it was all ahead of them. Lynx Fast Life lets them live the rest of their unlived life now – all the breakthroughs, the highs and the lows, the good, the bad and the crazy times and, of course, the ladies (and possibly guys) you could meet along the way and even revealing the final moments. 

Duncan Marshall, Droga5's executive creative director and partner said the project had been a massive task.
"Lynx Fast life has been a huge collaborative effort with Visual Jazz developing the microsite and technical elements, and Pulse Films in London shooting all the AV content," he said. "We did more than 130 separate shots over three extreme days of shooting, ensuring that no two Fast Lives would ever be the same."

The campaign also integrates online advertising, search, PR and a tagged TVC to raise awareness. At launch the three teaser videos, were the top three viewed videos in Australia on YouTube.