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72andSunny

72andSunny Opens Up Shop in New York, Hires Guillermo Vega as ECD

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72andSunny has just opened up 72andSunny New York, a 13,000 square foot office located on the top two floors of 30 Cooper Square in the East Village.

“We think we’re better for being part of the New York creative community—and we think we can make it a little better by being there,” said Chief Strategy Officer Matt Jarvis.

The agency also announced the hiring of Guillermo Vega, formerly executive creative director of Wieden+Kennedy São Paulo, as executive creative director of the New York office. Vega helped found W+K São Paulo, bringing it from a shop with three employees to one with over a hundred over the course four years, while winning clients such as Nike, Coca Cola, Levi’s, and Heineken. Prior to W+K, Vega spent over 13 years at Y&R, where he rose to regional creative director and oversaw Latin America from the Y&R headquarters in New York.

Vega will lead 72andSunny’s New York office along with managing director James Townsend, who will be relocating to New York from the Los Angeles office. While with 72andSunny in Los Angeles, Townsend worked with clients such as Samsung, ESPN, Truth and will continue to lead the Samsung brand from New York.

72andSunny’s New York staff currently consists of “40 designers, writers, strategists, social media planners, brand managers, and content production people” and they will initially focus on the Samsung and Smirnoff brands. Read more

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Sonos Visualizes Music in New Campaign

72andSunny has unveiled a new campaign for Sonos’ wireless hi-fi system which playfully imagines what different genres of music would appear as visually.

Taking the notion that Sonos can transform your home literally, the spots each match musical genres with a distinct visual style. So, for example, in the ad set to “Nous Etions Deux” by La Femme, a home is taken over by pop art, starting with spots covering random appliances. In other spots the folk-pop of Sylvan Esso is rendered in claymation, the electronica of Mount Kimbie melts the walls and the croon of Isaac Hayes is paired to (what else?) liquid gold.

Music for the spots was curated by KCRW Music Director Jason Bentley prior to the shoot, informing the pacing, mood and feeling for filming. This approach seems to have payed off, as the music and visuals, created using a combination of practical and CG effects, combine seamlessly, as the sounds seem to transform the space. The homes pictured, “designed to represent people around the world in all kinds of living spaces” are also perfectly matched to the music and chosen form of visualization. Shot over the course of five days in Argentina, everything comes together for a series of ads that imaginatively illustrate the benefits of Sonos’ product and are a lot of fun to watch. Read more

72andSunny, Adam Carolla Prank Kids for Skylanders Stunt

72andSunny teamed up with Adam Carolla to prank children on behalf of Activision’s new game Skylanders Trap Team.

The online spot was filmed at a Glendale, California Toys R’ Us, where Carolla acted as the evil voice trapped within the game’s crystal trap. Unsuspecting kids visiting a demo of the game were surprised by Carolla’s voice, as the evil trapped within, and mostly amused by their interactions with the inanimate object — although one kid was insightful enough to call Carolla “the most annoying person in the world.”

The team at 72andSunny chose selected pieces from their footage and edited it down to a 3:19 video for the online spot. While the rest of us may be a bit jaded by the whole prankvertising approach, the kids involved seemed to be having a blast, and we imagine young Skylanders fans will want to share this one and/or beg their parents to buy them the new game. Read more

72andSunny Dives Deep into the Brew for Starbucks

The biggest name in coffee didn’t need to go with hashtags or cross-brand promotions today: it had an interactive mini-documentary by 72andSunny up its over-caffeinated sleeve.

The purpose of the spot is to recast Starbucks as a sort of offline social networking platform by visiting locations around the world and observing the people who frequent them.

It’s compelling.

It’s also very similar, conceptually, to the 2010 film Life in a Day: all filmed in different spots around the world during a single 24-hour period.

Shorter spots and credits below.

Read more

72andSunny Want You to Join the ‘Mile High Club’ with Hardee’s/Carl’s Jr.

72andSunny has a suggestive new ad for Carl’s Jr./Hardee’s to promote the chain’s new Mile High Bacon Thickburger.

The Paris Hilton-free spot, entitled “Propositioning,” begins with Israeli model and actress Bar Paly asking her boyfriend if he wants to join the “mile high club.” When he replies, “Not right now, babe,” she turns to the guy across the aisle, who happily accepts. Then proceeds to hand him a Mile High Bacon Thickburger and they both chow down, accompanied by a voiceover effectively saying “see what we did there?”

The brand has such a history of demanding overtly-sexual advertising that it would be silly to expect them to “grow up” overnight. Still, given the controversial 2012 Kate Upton spot, “Propositioning” feels relatively tame. Read more

72andSunny Really Wishes You Would All Just ‘F*ck Off’

A question for the men in the audience: have you ever mentored a young person? The answer is almost certainly no, but Esquire wants to change that with the help of 72andSunny and its new “Mentoring Project.

In short, the magazine enlisted a bunch of celebrities along with three ad agencies to try and sell the virtues of the practice to its uber-sophisticated readers. These spots, which will appear in the magazine as well as on its website/social feeds and video channel, aim to “puncture [the] stuffiness” that leads so many men to sit at home rather than reaching out to the young dudes who need their wisdom.

72_Esquire_Burger

The idea is that mentoring is a bit less intimidating when framed as a simple sharing of manly pleasures. As the copy on the above ad puts it:

“That idea can seem paralyzing — like we have to be Aristotle or George Washington or something.

But you don’t need to be a philosopher or scholar, boy scout or saint. Men learn by doing. Go. Eat burgers bigger than your head. Together.”

Two more after the jump.

Read more

Michael Canning Joins 72andSunny as GD

Michael Canning photoBack in July we reported that ECD Michael Canning had left Leo Burnett’s New York office, and today we know where he went: to the West Coast and a new group director role at 72andSunny.

Canning — another Australian — was hired by Burnett in 2011 along with his creative partner Kieran Antill in order to help the agency open its then-fledgling New York office along with current Saatchi CCO Jay Benjamin.

For context: Sydney native Canning wrote copy for Lowe Hunt and BMF before moving to Leo Burnett in his home country; he’s also won an award or two. His quote from the release:

“LA has emerged as the new epicenter of branded content, tech and entertainment, and 72andSunny is right in the middle of that.”

72′s most recent creative staffing announcement concerned the promotion of GCD Matt Murphy to partner; the agency also lost CD Jamie Reilly to indie agency Kastner & Partners earlier this summer in what looks like an unrelated move. The release offers no details on which accounts Canning will handle or to whom he will report.

72andSunny Kicks Off ESPN’s Sunday NFL Countdown

Following the launch of the NFL season last week, as well as ESPN’s new NFL studio, 72andSunny has launched a new campaign for the network’s Sunday NFL Countdown, entitled “Count on Countdown.”

The campaign launched with a 30-second broadcast spot starring Eagles running back LeSean McCoy. In the spot, McCoy prepares for a Sunday game by following Countdown from his hotel, en route to the stadium and in the locker room. “Every Sunday, I count on Countdown,” McCoy says at the spot’s conclusion. Future spots in the campaign will shift the focus to fans around the country, such as Quin Kilgore’s Tattoo League of Omaha, Nebraska, which gained notoriety in a Countdown feature last season. Read more

72andSunny Goes Big with Trailer for Activision’s ‘Destiny’

72andSunny has just released a live action trailer for Activision’s new game Destiny, from the creators of the popular Halo franchise, which will be released on September 9th.

72andSunny and Activision went big for the trailer, teaming up with Academy Award winning VFX studio Digital Domain, Academy Award nominated FX studio Legacy Effects, and director Joseph Kosinski, who created most of the worlds for the ad in-camera, shooting at locations in Mexico, Arizona and Utah. The spot follows the adventures of Fireteam as they attempt to reclaim locations in our solar system from alien invaders. Levitating AI character Ghost is voiced by Peter Dinklage (who also voices the character in the game) and the spot mixes humor, action and Led Zeppelin’s iconic “Immigrant Song” to hype up the game and give a sense of its feel without any game footage. Read more

72andSunny Shames Celebrity Smokers for truth

Have you ever noticed that a disproportionate number of celebrities happen to smoke in their spare time? That fact provides the motivation behind this new spot for truth (itself an offshoot of the national public health organization Legacy), created by 72andSunny in order to cast these “unpaid” Big Tobacco spokespeople as the very opposite of what we might call “role models.”

Many of the famous faces in the ad didn’t see it because they were too busy attending the Video Music Awards on which it aired (and, presumably, smoking).

That’s not to say that the people at truth don’t love Chris Brown as much as the prototypical “next guy” who does not happen to be Suge Knight.

Another spot created to explain the first below.

Read more

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