These colorful, quirky characters represent your genes in 23andMe’s first campaign from 72andSunny

Agency's New York office put stories to those numbers and letters

Published On
Sep 24, 2018

Editor's Pick

Meet ACTN3, a gruff, older man dressed in purple shorts and screaming at you to “Listen up!” as he jogs in place and stretches his hamstrings. There’s also BTBD9, a woman wearing yellow silky pajamas as she sits, tucked under the covers of a bed, as well as HLA-DQA1 and HLA-DQB1, a pair of dudes  who monitor a massive control center in a green room. These oddly-named characters are actually your genes, personified, in 23andMe’s new campaign, “Meet Your Genes,” its first work from 72and Sunny New York, which won the client’s creative business in August.

The new effort features an anthem spot introducing the various characters--whose colorful backdrops and connections to the real person--out there in the world--seem to take direct inspiration from Disney/Pixar’s celebrated animated film “Inside/Out.” It also features other spots that drill further down into specific genes’ stories--like the celiac duo or the muscle man.



Sep 24, 2018

Need a credit fix? Contact the Creativity Editors

Project Type