72andSunny

When we went to 72andSunny it was about 52 and cloudy outside, but as soon as we walked out the elevator and into the agency, the climate completely changed. We were met with a beautiful view of Manhattan and lovely people eager to teach us about what they do. 72andSunny is an agency of optimism, and is always embracing the eve-changing modern world. They have 5 locations worldwide, and unlike many agencies we visited who didn't have much interaction with their sister agencies, Sunny prides themselves in being "one company with five doors". They have an impressive client list that includes Adidas, Google, Smirnoff, truth and Axe. The work they produce goes beyond the surface though as we discovered in their demo reel. They really focus on "brand transformation" to truly connect with their target markets. One case study we dove into was the Axe's "Find Your Magic" campaign. For years Axe's strategy was simply use our product, and you'll get the hot girls. This had faced major criticism and clearly the brand needed to reimagine their stance completely. 72andSunny created a campaign that redefined masculinity and featured all types of men with the message "the most attractive man you can be is yourself. So find what makes you, you. Then work on it". The strategy and placement of the message could not have been more spot on and Axe's approval rating completely flipped. Advertising often gets criticized for being a field of manipulation, but I have found it to be quite the opposite throughout this trip, and especially at 72andSunny. Messages of positivity and defying social standards radiates through 72andSunny's employees and work, and it's inspiring. They're done incredible work transforming brands like Axe and Carl's Jr. who used to be known for their objectifying and provocative nature, and positioned them as brands that can be respected in today's social climate. I look forward to seeing what else this agency can do, and although our visit was quite short, I left feeling rejuvenated and optimistic about the advertising world.