Martin Ringqvist, Creative on Volvo's 'Epic Split,' Named Group Creative Director at 72andSunny

Van Damme Video Is This Year's Awards Darling

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Martin Ringqvist
Martin Ringqvist

Martin Ringqvist, one of the creative minds behind Volvo's "Epic Split," is joining MDC Partners' 72andSunny in January as group creative director.

A spokesman for 72andSunny said that the agency hasn't yet confirmed which accounts Mr. Ringqvist will work on, but he'll be based in its flagship Los Angeles office.

Mr. Ringqvist comes to 72andSunny from Swedish shop Forsman & Bodenfors, where he was a copywriter and senior partner. He -- along with creatives Anders Eklind, Sophia Lindholm and Björn Engström -- is arguably best known for "Epic Split," Volvo's b-to-b online video featuring action star Jean Claude Van Damme straddling two Volvo trucks as they inch further and further apart, forcing Mr. Van Damme into splits.

"Martin's innovative body of work speaks for itself, but his role in helping to shape the famously collaborative culture at Forsman & Bodenfors is just as significant," said Glenn Cole, chief creative officer, in a statement to Ad Age. "I'm excited to see how he will evolve what we do and how we do it."

Said Mr. Ringqvist in the statement: "High pace, demanding clients and a total commitment to the task. Who would say no to that? And when it stood clear to me that the people at 72andSunny were just as amazing as their work, it was a no-brainer."

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The Van Damme effort was part of a larger b-to-b campaign called "Live Tests," which featured a number of impressive stunt videos, though the film featuring the action star garnered the most attention. "Epic Split" became an awards-show darling this year, racking up multiple trophies, including ones at Cannes, the AICP awards, the U.K.'s D&AD Awards, and it won Best in Show at the One Show, and Forsman & Bodenfors was named agency of the year, among others. The shop was also named independent agency of the year at cannes in June.

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