2014 was a strong creative year for the L.A. agency, with some of its best work generated for the introduction of the highly anticipated video game "Destiny" for Activision in September. With a brief to make it the biggest game launch ever, it created digital experience Planet View, which gave gamers a Google Street View-style peek into the game's world using Google Maps technology. There was also a cinematic launch trailer that called on the VFX talents of "Tron: Legacy" director Joseph Kosinski, and a Times Square takeover. "Destiny" set the record for being the most pre-ordered new franchise in video game history.
72andSunny also helped Google launch its mobile app and voice-activated search feature with an innovative multi-platform campaign.
As well as TV ads showing people using the app for queries in everyday situations, there was a banner ad atop The New York Times home page that was updated in real time, as writers from Google's creative team and the agency wrote search queries that tied into the newspaper's top news stories.
The agency also created gorgeous work for Sonos, including a Super Bowl ad featuring a vibrant musical "face-off" and continued to debut smart ads for Samsung, including the witty "Wallhuggers" ad that poked fun at airport-goers stuck near wall outlets because their iPhones, presumably, had such a short batter life.
The campaign also targeted New Yorkers with clever out-of-home work that saw questions pop up all over Manhattan at some much-loved locations. For example, the words "OK Google, what's the history of the cappuccino?" were printed on cappuccino cups at Caffe Reggio, while a neon sign at Katz's deli asked "OK Google, what's Katz's deli's slogan?"
Other highlights included its "Truth" campaign for the American Legacy Foundation. Three controversial TV spots helped the agency hijack the MTV Video Music Awards. They put the spotlight on celebrities, using found footage of stars like Orlando Bloom, Rihanna, Robert Pattinson and Kate Moss lighting up, and dubbing them "Unpaid Spokespersons" for big tobacco. In conjunction with the ads, Truth also launched a web tool, Erase and Replace, that allowed viewers to remove smoking content from social media photos.
The agency also continues to attract creative talent, announcing in December that Forsman and Bodenfors' Martin Ringqvist, one of the creative team behind Volvo's "Epic Split," was joining as group creative director at the start of this year. We're sure it's the work, not just swapping the Swedish climate for 72 and sunny in L.A, that attracted him.
See the other Creativity 2015 Innovators of the Year.