The Lynx Africa turns 18 this year, and to celebrate this occasion the brand has teamed up with the TMW agency to roll out an art-focused campaign dubbed “The can becomes the man.” Lynx has launched a digital hub and commissioned 17 artists to share their creative pieces revolving around the cultural heritage of the fragrance. The 18th work is to be created by the label’s fans.

The Africa-themed art pieces are unveiled one by one, on a daily basis, on a Tumblr-powered site. “We’ve got illustrators, photographers, videographers, sculptors, music pros and general creative types to interpret Lynx Africa however they want, in their own unique style,” says Lynx on the page. The invited creatives include Simon Milner from IS Tropical, illustrator Andrew Groves, graffiti artist INSA and more.

The last tile will be unveiled on November 29. The brand encourages the fans to get inspired by the past posts and ads, while developing a piece of their own. The submission can be made by posting the work to the brand’s Facebook wall or tweeting it to the brand. Lynx will select several works on the final day of celebrations.

The year of 2014 will be the year of change for Lynx Africa—there will be overhaul of its brand imagery.

“Collaborating with talented original artists is a great way to celebrate 18 years of the legendary Lynx Africa,” commented David Titman, senior brand manager, Lynx. “We also wanted to make sure that our fans had an opportunity to get involved with the campaign and so decided that the final piece would be from one of them. In 2014, Lynx Africa will be leading the way once again as the Lynx range gets a new look.”