Tag: 72andSunny

Australia – 72andSunny ANZ has recently welcomed new hires namely Hayley Noble and Madi Chan as creatives and V. Wassim Kanaan as creative director. The three of them will report to Wesley Hawes, CCO for 72andSunny ANZ.

Speaking on their appointments, Hayley and Madi said, “Continuing to grow as creatives under the guidance of Wez and Wassim is an exciting opportunity for us. We are pumped for this next challenge to work on great brands with great people.”

Meanwhile, Wassim commented, “It’s an incredible opportunity to join an agency with such a legacy globally and momentum locally, as well as a proven ability to create progressive ideas that go well beyond advertising. Many creative agencies say they want to play in culture, 72andSunny actually does.”

Wesley stated, “Hayley, Madi and Wassim all embody the 72andSunny values. Their collective energy, optimism and passion for ideas is infectious. I can’t wait to see what we do together with the rest of the talented 72 crew and our growing list of client partners.”

Moreover, the agency has recently won the creative mandate for discount store Big W. With this, the agency will develop Big W’s ongoing brand and creative strategy as well as developing integrated retail and brand campaigns that extend through earned, social media and the brand experience.

Speaking on the agency mandate, Vanessa Rowed, marketing director at Big W, said, “72andSunny’s belief in optimism and their strong customer insights coupled with innovative creative thinking across paid, owned and earned channels made them the perfect partner for our business.”

Meanwhile, Wesley also added, “We are so proud and delighted to be working with another iconic Australian brand, alongside existing partners like the AFL, Google and realestate.com.au, and with the ambitious and like-minded individuals on the Big W team. Creativity doesn’t start on set. It’s fostered in relationships, shared values, and an almost obsessive desire to understand the audience. We can’t wait to get started and to unlock the potential of the Big W brand.”

Australia – Buy-now-pay-later (BNPL) platform Afterpay unveils the second phase of its latest brand campaign, ‘Own It’. This bold brand platform is designed to celebrate and empower a new generation of financially savvy Australians who are redefining modern payment solutions.

In collaboration with creative agency 72andSunny, the ‘Own It’ brand film takes centre stage, following a confident protagonist through a reimagined Afterpay purchase moment. This hyper-stylised narrative showcases Afterpay users as informed, proud, savvy consumers, challenging outdated perceptions of BNPL users.

More than just a marketing initiative, the ‘Own It’ campaign is a movement that highlights the empowerment Afterpay provides its users. By offering extended payment windows and a modern alternative to traditional credit, Afterpay allows customers to enjoy the things they love while managing their spending effectively. 

Joel Moran, vice president of marketing for international maarkets at Afterpay, said, “Our ‘Own It’ campaign is not just about making a statement, it’s about reshaping the narrative. A new generation is redefining financially savvy behaviour, using their inside knowledge to access opportunities to get ahead, and this is what we wanted to highlight.”

He added, “Afterpay is a smart, modern way to pay that empowers users to make confident spending choices. By playing the system, now our customers aren’t the ones being played. Our goal is to champion those who are ‘in the know’ and to inspire more Australians to take control of their spending. We invite everyone to join us in celebrating this new era of financial empowerment.”

The campaign is being rolled out across a comprehensive mix of channels to ensure maximum reach and engagement. The brand film is already live on television and digital platforms such as Meta, TikTok, YouTube, and Snapchat, as well as BVOD. An additional push through out-of-home (OOH) is scheduled for March ensuring the ‘Own It’ message resonates throughout the year.

Australia – Marketing agency 72andSunny has appointed Wesley Hawes as chief creative officer in Australia and New Zealand (ANZ). 

As the creative team lead, he is set to spearhead the agency alongside Ross Berthinussen, president, and Laura Popa, head of brand at 72andSunny.

Hawes was previously the executive creative director at Innocean Australia, where he helped gain clients and recognition. He also held the same position at CHE Proximity Sydney, Marcel, and TBWA\Australia. 

Additionally, Hawes co-created ‘Fck The Cupcakes,’ a gender equality organisation that aims for men’s participation in the equality conversation. He also co-founded ‘Love Our Work,’ an initiative that seeks to enhance creative feedback while raising editorial standards.

“We are thrilled that Wez is joining Laura, myself and the 72andSunny team in ANZ as Chief Creative Officer, ANZ. Our founding belief is a belief in Optimism, in finding opportunity in any challenge, and Wez is the embodiment of that ethos,” Berthinussen commented.

“Over the last few years we have experienced incredible momentum and are looking forward to how he can help us build on that by fostering our collaborative, creative culture and delivering what we get out of bed for every day, radical, culturally led ideas that grow our client partners’ brands and business.” Berthinussen added.

Australia – To help launch Google’s newest suite of flagship devices in Australia – the Pixel 9 series – a new campaign from 72andSunny demonstrates how the magic of Pixel’s AI technology can help audiences take inspiration from the world around them.

Focusing on Google Pixel’s ‘Circle To Search’ feature, the TVC sees ex-West Coast Eagles player Nic Naitanui finding unexpected inspiration in a seemingly everyday moment. Directed by award-winning director Spencer Susser, the TVC will air throughout the 2024 AFL Men’s Finals and AFLW season. 

The launch of the campaign coincides with the launch of Baker Boy’s new single ‘KING’, which features in the TVC. This is the second time 72andSunny, Google and Baker Boy have collaborated in an advertising campaign.

The film will run across TV and BVOD, supported by a wider integrated marketing campaign for the new Google Pixel 9, 9 Pro, 9 Pro XL and 9 Pro Fold across a variety of media channels and platforms.

Ross Berthinussen, president at 72andSunny ANZ, said, “Google’s partnership with the AFL offered us an opportunity to bring to life the cutting edge innovation of Pixel AI in a context Australians care about. Athletes are a point of inspiration to Aussies in every aspect of their lives, from what they wear, how they style themselves, to the products they use – Nic Nat was the perfect choice to help launch the stylish new Google Pixel 9 and demonstrate the magic of Pixel AI.”

Meanwhile, Emma Dodd, head of devices and services marketing at Google AUNZ, commented, “As a proud partner of the AFL for the last 7 years, we couldn’t think of a better context in which to showcase all of the magic that’s possible when Australians have access to the best of Google’s AI in the palm of their hand. We were delighted to again partner with 72andSunny to create distinctly local work that we know will powerfully resonate with Australians.”

Australia – realestate.com.au, the commercial property website under REA Group, has partnered with creative agency 72andSunny to launch its ‘Keep Moving’ campaign, unveiling a fresh brand strategy and innovative creative platform.

The ‘Keep Moving’ campaign aims to inspire and motivate buyers, sellers, and renters to pursue and find their next dream home, with realestate.com.au providing support throughout the journey.

Featuring a film directed by award-winning Australian director Nick Ball of Finch, the ‘Keep Moving’ campaign presents a heartfelt story of the highs and lows of finding a new home. It illustrates how realestate.com.au can guide buyers, sellers, and renters through the process with a deeply personalised property experience.

Moreover, the campaign highlights the property platform’s consumer experience capabilities that can support Australians in taking the next steps in searching for a property. 

Sarah Myers, general manager for audience and marketing at REA Group, commented, “As a leading Australian brand, we are proud to continue to feature Australian music and work with Australian talent across our campaigns. Eurogliders track, ‘Heaven (Must Be There)’, became the heart of this story, with the lyrics and composition perfectly narrating the many lows and highs of the featured family’s journey. 

“Our focus on deeply personalising the property experience helps arm property seekers with the right tools and the confidence to find their own piece of heaven. As we move into the key spring property season, our audience continues to grow, and we’re seeing strong consumer engagement with an ongoing uplift in buyer inquiries on our platform,” Myers added. 

Meanwhile, Laura Popa, head of brand at 72andSunny, said, “The strategy positions realestate.com.au as a trusted partner, empowering and supporting all Australians to progress their property journey. We are really proud to work alongside realestate.com.au, Finch, and Kaimera to craft this story and campaign.” 

Launched during the Paris Olympics coverage on July 27, the multi-channel ‘Keep Moving’ campaign will run across TV, BVOD, YouTube, OOH, cinema, radio, digital display, and social media via Kaimera. Future iterations will highlight realestate.com.au’s realEstimate tool, home loan options with Mortgage Choice, and new product features.

Sydney, Australia – Global creative advertising agency 72andSunny has launched its new global client offering, The Strategy Studio, created to provide a consultancy service for clients seeking advice on how to drive growth for their brands and businesses.

The Strategy Studio has opened in each of 72andSunny’s global locations, including Sydney, New York, Los Angeles and Amsterdam. The global unit can swiftly tap into international resources to uncover the latest global insights and trends as well as access knowledge gleaned working on 72andSunny’s global roster of past and current client partners, such as Google, adidas, NFL, Adobe, Meta, Amazon, Spotify, TikTok and Activision.

The Strategy Studio has been set up to help client partners with a range of different strategic challenges that can turbo-charge growth, such as identifying growth audiences, developing foundational brand strategies and go-to-market playbooks.

To lead the global consultancy team 72andSunny have hired two agency alumni, who will work on projects across the agency’s client partners. 

Head Of Consulting, Miné Cakmak, is re-joining the agency from her role as Group Strategy Director at consultancy FNDR, where she helped founders and CEOs shape their brands and businesses. Originally from Istanbul, Miné left a career on Wall Street for one in brand building, working at agencies including TBWA/Chiat/Day, Johannes Leonardo, and 72andSunny. 

Miné is joined by senior strategist Aviva Mann, another 72andSunny alumni, who’s joining from design consultancy Landor & Fitch, where she helped industry leaders such as Meta and Intel simplify complex portfolios and stretch into new categories.

Ross Berthinussen, 72andSunny ANZ CEO, said: “72andSunny builds modern brands through strategy, advertising and design. We created the Strategy Studio because clients need a deeper level of strategic advice on how to navigate a marketing landscape that’s evolving faster than ever before. To engage new audiences and drive growth, clients need to be agile and fast to market, but must also understand the often complex, cultural context they are operating within. That’s exactly what our new offering does.”

He added, “The Strategy Studio works with clients who need upstream thinking. But we also work with companies that need strategic firepower but not necessarily full-service support, either because they have needs that are bigger than marketing, or because they have in-house creative departments.”

Singapore – Creative agency 72andSunny in Singapore has announced two new appointments, namely Farhan Darma, the new senior art director, and Daniel Ko, the new group creative director, to drive its creative team.

Darma brings with him almost 10 years of experience in the creative industry. He was recently the senior art director at integrated communications agency VCCP, where he worked on the global Shell business and Netflix. 

Meanwhile, Ko was one of the earliest creative hires at 72andSunny Singapore and has spent two decades across companies like BBH, TSLA, and Iris, working on brands like Tiger Beer and NTUC Income. At 72andSunny, he leads the team of Johnnie Walker, Carousell, and GIC, among others.

Johnny Tan, 72andSunny’s executive creative director for APAC, commented, “It’s always such a joy seeing our guys rise and thrive. Daniel has been absolutely brilliant since Day One. And bringing on more talent like Farhan just adds to the fun in the work.”

In November 2021, 72andSunny has also announced the appointment of Judy Ang, the new group brand director, Jaclyn Lee, the new senior strategy director, and Jonathan Tan, the new brand director, citing business growth and momentum.

Singapore – The Singapore team of creative agency 72andSunny has announced three new senior appointments, namely Judy Ang, the new group brand director, Jaclyn Lee, the new senior strategy director, and Jonathan Tan, the new brand director, to further strengthen its 2021 growth momentum.

Ang has over 16 years of experience across major creative networks in Singapore and Shanghai. She has previously led and grew the Scoot business at Publicis and helmed the HSBC and Changi Airport Group accounts at J. Walter Thompson, which is now Wunderman Thompson. She has also worked on Unilever and Castro at Ogilvy and Mather Shanghai, and has client-side experience as regional marketing director at the Furama Hotel group.

Commenting on her appointment, Ang said, “I am super stoked to join the 72andSunny team. I’ve always loved how they put creativity and collaboration at the core of everything – the work, the people, and the business.”

Meanwhile, Lee has over 15 years of planning expertise, while Tan brings with him almost 10 years of account management experience. Both have been with the agency for over two years and have been leading the GIC, Carousell, and Singapore University of Technology and Design accounts, among others.

Ida Siow, 72andSunny’s president for Singapore, describes Ang as a powerhouse who knows how to “wrestle big, complex accounts and deliver results for her clients.”

“Jaclyn and Jonathan are both superstars with the smarts and the heart to lead their teams, build strong client partnerships and make the work work. They make me and everyone else look good,” said Siow.

Singapore – GIC, Singapore’s sovereign wealth fund, is celebrating its 40th anniversary and has partnered with creative agency 72andSunny Singapore to retrace the pivotal moments in its four-decade history. 

An entity’s history is inherently rich and even as a leading global investment firm, not a lot may be knowledgeable of how the firm came to be what is today, hence, the campaign’s objective. GIC was established in 1981 to manage Singapore’s foreign reserves to secure the country’s financial future. 

With ‘Bold’ as the star message of the campaign, GIC ‘subtly’ tells its story through innocuous objects that open up a particular historical bit of the firm.

GIC _Singapore

The firm complemented the ‘Bold’ stories with striking visuals, and for instance, in one collateral, a chair symbolizes how GIC started out from the humblest of beginning with its first managing director starting his tenure with an empty office and a borrowed chair. In another, a pen cues the pioneering vision of GIC’s founding leader Dr. Goh Keng Swee in rewriting how Singapore managed its reserves. 

Audiences’ interest are piqued through questions like, “How did the first-ever S$1 mark the beginning of Singapore’s journey towards financial independence?” and is drawn to a microsite – madeofbold.sg – that enlights with the detailed story behind the symbol.

In addition, each story is presented with an empowering message that is representative of the firm’s particular milestones such as “Bold writes its own stories” and “Bold stands its ground.”

Mah Lay Choon, GIC’s senior vice president of communications, said, “The role of the reserves as a rainy day fund was demonstrated so clearly during this Covid-19 pandemic. As part of GIC’s commemorative year, we wanted to create awareness of the little-known, historical episodes that shaped GIC’s pre-history, where Singapore’s founding leaders safeguarded Singapore’s reserves.”

“Through these stories, more will understand how GIC came to be, born of Dr. Goh Keng Swee’s bold vision, and how that spirit continues to drive GIC to secure Singapore’s financial future,” adds Mah Lay Choon. 

Johnny Tan, 72andSunny’s executive creative director, commented, “As we explored GIC’s history, we were surprised by the innovativeness, boldness and sheer conviction that made GIC what it is today. This is a story more Singaporeans deserve to know. And there’s more coming up.”

The integrated campaign has been launched across OOH, social and digital touchpoints like Spotify and TikTok.

72andSunny has been snaring remits from top local entities in the country such as Singapore University of Technology and Design and Buy-Now-Pay-Later brand Atome.