It's not every day that an agency's work gets the attention of both the Vatican and the White House.But it happened to 72andSunny in November, when client Benetton unveiled its arresting "Unhate" campaign featuring images of world leaders known for their tense relationships smooching passionately. Among them was Pope Benedict kissing a Muslim cleric and President Barack Obama locking lips with Venezula's Hugo Chavez.
As intended, the ads sparked debate, even outrage, among world leaders in Washington and Rome. They also reversed a trend of dwindling relevance for Benetton, which has built its brand on espousing ideals like peace and tolerance, and got people talking about the Italian retailer again.
"The most valuable thing you can do in marketing is get your clients and brands into a cultural conversation," said Matt Jarvis, partner and chief strategy officer at Los Angeles-based 72andSunny. "We're not the only people doing it, but I think we're particularly good at it."
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Great work Pony!
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