Unignorable Creativity: 72andSunny

The second agency I’ve picked to take a look at is 72andSunny. Now I don’t know if many of you have heard of this agency, but you’ve definitely seen their work. 72andSunny’s headquarters are located right here in Playa Vista but have other offices in Amsterdam, New York City, Singapore, and Sydney and they’re classified as a global marketing, advertising, and design company. They were founded in 2004 but since then have been credited with helping Samsung overtake Apple in cell phone sales and was named “Agency of the Year” in back to back years in 2013 and 2014.

One of their recent, national campaigns, was in partnership with the NFL in preparation for Super Bowl LIV, called the Next 100. It was made to mark the 100th anniversary of the National Football League and inspire the next generation of future football stars. The film starts in a park in Ohio and transitions to end up live at the Super Bowl in Miami. The story follows a young kid and the greatest kick return of all time. The short 3 minute film includes current players such as Aaron Donald, Jimmy Garoppolo, Christian McCaffrey, Julian Edelman, Alvin Kamara and others while it also brought in past legends like Ray Lewis, Jim Brown, Steve Young and others. The commercial also featured U.S. women’s world cup star, Carli Lloyd, and internet personality and streamer, TimTheTatman. Not only was the advertisement creative in the way it moved from scene to scene but also tugged on heart strings of all ages, races, and genders with the cast they had.

Another one of their more recent campaigns was with a partnership with Coca-Cola. This particular commercial was one that I was deeply moved by and has been stuck on my mind since I first saw it. Coca-Cola is encouraging people to “open, like never before” as the world starts to emerge from their COVID-19 lockdown situations. The film features London-born spoken word artist George “The Poet” Mpanga, who recites an original poem that encourages people to embrace change, to see new possibilities, and to appreciate the things that they may have taken for granted before the pandemic. The platform also included grassroots programs to support hotels, cafes, and restaurants that have been struggling with reopening after such a long hiatus. Small businesses can develop social media and outdoor advertising to spread the word of their reopening plans through the digital Coca-Cola AdCreator. This was a very creative and well directed commercial, playing on the current pandemic and showing people the positive outlook we could have of this depressing situation.

72andSunny has also worked with so many other companies and organizations such as Adobe, Adidas, Instagram, Google, and Seventh Generation just to name a few.

So how does 72andSunny continue to be one of the most creative and unique agencies out there? Well it all comes down to the company culture. The steam engine of the organization is run through the idea of unignorable creativity, which they believe is the most powerful force of business in an attention economy.