Cannes Contenders: 72andSunny’s Take on Its Top 10 Cannes Hopefuls
Across Los Angeles, Amsterdam, Sydney and New York, the 72andSunny teams have been working hard to create purposeful campaigns, fun experiences and ads that remain memorable to the audience. As creatives share their thoughts on the campaigns they have worked on, they remind us what makes each piece special and why we should keep our eyes peeled for these specific campaigns at the Cannes Lions Festival this year.
LBB has asked every major agency network to share its best work from the past year ahead of Cannes Lions 2022. Check out all the lists published so far here.
Tinder - Swipe Night: Killer Weekend
72andSunny Los Angeles
Sherina Florence, group creative director at 72andSunny New York: “It’s a testament to the core of the idea when you get to make a second season. Tinder Swipe Night is the kind of work we have all tried to get across the line. Not only did the concept live but it's extremely well-crafted. The integration of technology is seamless and fun. I truly love this concept, casting, art direction and overall vibe. Give me more Swipe Night!!!!”
Client: Tinder
Agency: 72andSunny Los Angeles
Production Company: Bullitt
NFL - Football is for Everyone
72andSunny Los Angeles
Mikey Farr, executive creative director at 72andSunny Amsterdam: “This is a rare piece of creative that whacks you on the head by its gut-wrenchingly positive and simple message. It stops you in your tracks and then fills your heart up with all the good stuff. An idea that ripples through culture with the power to change the world. That's the highest watermark we have.”
Client: National Football League
Agency: 72andSunny Los Angeles
Editorial Company: Hecho Studios
Loopholes - End Period Poverty
72andSunny New York
Lauren Smith, executive creative director at 72andSunny Los Angeles: “Purple, pink & read. Cereal. Periods. Activism for period care. Not only do I love and support all of the ingredients of the ‘Loopholes’ work (cereal with period care products inside meant to support period care accessibility), but the alchemy of how it all came together is the pinnacle of taking a creative mindset towards solving problems. From the name - Loopholes - to the design of the cereal - so charmed! To the problem it ambitiously aims to solve, everything worked together to raise awareness and action in a creative way. Bravo!”
Clients: PERIOD., Free the Period, No More Secrets, The Flow Initiative, Ignite, August, Off-Limits Cereal
Agency: 72andSunny New York
Production Company: Schrom Studios
HubSpot - A Smooth CRM for Rough Seas
72andSunny New York
Ben Armistead, executive strategy director at 72andSunny Amsterdam: “I love this campaign because it's heart-winning and hard-working all at once. Thanks to a simple strategy, great writing, and pitch-perfect performances, it does some real heavy-lifting with a light touch. It's no wonder that it grabbed headlines and put HubSpot in pole position for the first time. Shaking up the category, these high-seas have taken CRM to new heights.”
Client: HubSpot
Agency: 72andSunny New York
Production Company: Smuggler
Media Company: Carbon
Bumble - The Romance Gap
72andSunny Amsterdam
Ida Gronblom, group creative director at 72andSunny New York: "There's plenty of really famous advertising work with coined phrases that became part of culture. There are also award-winning campaigns that made you think and created a larger societal conversation. What I love about the Bumble work is that it did both! The Romance Gap is a clever and insightful phrase, a true conversation starter that makes people think and question biased and stereotypical dating behaviours. It's not a campaign, it's a movement aligned with Bumble's brand values."
Client: Bumble
Agency: 72andSunny Amsterdam
Production Company: OB Management
Adobe Premiere Pro - Fantastic Voyage
72andSunny Los Angeles
Eline Bakker, executive producer at 72andSunny Amsterdam: “The way the story balances between real life and fantasy is perfectly executed in this film. The fluid transitions allow you to instantly feel immersed in the story. Live-action and animation seamlessly work together and take you along the journey. All the considered creative and production decisions (e.a. the art direction, casting and the music) make this such a well crafted piece.”
Client: Adobe Premiere Pro
Agency: 72andSunny Los Angeles
Production Company: RESET
Activision/Blizzard - Call of Duty: Warzone in Paradise
72andSunny Los Angeles
Elaine Cox, executive creative director at 72andSunny New York: “This was such an unexpected way to introduce the franchise and pass the torch to a younger audience. Meeting them - and surprising them - where they spend their time imagining more exciting things.”
Client: Activision/Blizzard
Agency: 72andSunny Los Angeles
VFX Company: Blacksmith
Etsy - Give More Than a Gift
72andSunny New York
Maddie McDowell, creative director at 72andSunny Los Angeles: “I admire how these charming films capture the breadth of experiences wrapped up in the holidays, from cross-generational connections to shared moments between neighbours and strangers. These intimate stories feel warm and true to the diversity of people's celebrations.
Client: Etsy
Agency: 72andSunny New York
Production Company: MJZ
NFL - Bring Down the House
72andSunny Los Angeles
Luke Martin, head of product at 72andSunny Sydney: “‘Bring Down the House’ took Super Bowl ads to the next level.
Sure the Pepsi Super Bowl Halftime Show stopped the nation, but I think this film may have stopped it first - it definitely stopped me.
I remember watching the film and thinking how magical it was, the attention to the details. The puppets strangely felt real and authentic to the real players' personalities, their facial expressions, their on-field behaviours, strength, and power, the pace and energy of the edit and moments of levity all made for a two-minute film that was genuinely entertaining, leaving me feeling even more excited about the second half of the game.
When a simple idea is executed at this level no one will ever forget it, the craft and production innovations that Peter Berg [director], Arthur Mintz [director] and all involved brought to this film will shape how we create animations in advertising moving forward. Overall the film struck the right tone for me, it was powerful and energetic while not taking itself too seriously, allowing for pauses of joy and fun. I’m looking forward to seeing next year's spot - the bar is high.”
Client: National Football League
Agency: 72andSunny Los Angeles
Production Company: Film 47
Production & Animation: Swaybox Studios
Bumble - Fall in Love with Dating
72andSunnyAmsterdam
Zach Hilder, executive creative director at 72andSunny Los Angeles: “An honest, inspired take on modern dating. Where it’s not just about finding the perfect partner but finding out about yourself. There are no false promises about Bumble — which I love. Not every date will be a fairy tale romance. This film makes a powerful case for why it shouldn’t.”
Client: Bumble
Agency: 72andSunny Amsterdam
Production Company: New-Land London
