Page 36 - AdNews Magazine May-June 2022

Investigation
shifts in our behaviour through COVID – one of those being the incredible rise of TikTok which is a platform completely driven on content and creativity.
“I think the old way of influenc- ing was lost over COVID as people don’t want to see copycat images with brand placements or flat lays (yes, the death of flat lays!) any- more. They respond to an influ- encer doing something interesting with a brand or telling a story about a product in an interesting way.
“Our role is to come up with the overarching strategy, and as part of this, deliver a well-considered creative brief for the influencers in the programs we run. Sometimes it’s the same creative brief for all – if we are working with a large set of micro creators – but we develop more bespoke briefs for larger cre- ators that are working under con- tract with higher creative fees.
“Content creators like to have a brief with some creative con- straints as this actually allows them to be more creative and gives them something to work with; it’s really difficult for them to be given a very general brief and asked to be ‘creative’ which happens more often than you’d think in the industry. Some of the best work is created when we really challenge the influencer.”
Luke Martin, executive creative director, 72andSunny: “Diverse experiences and perspectives col- liding together - that is when the best creative ideas are born. During my time at Apple I would often hear people quoting the late Steve Jobs - ‘creativity is just con- necting things’.
“This always rang true for me... but what really struck me over the years is that it’s not just enough to connect the things I know, have seen, or believe in, it’s about connecting other people’s experiences and per- spectives as well.
“At 72andSunny we believe that ‘great relationships lead to great work’. At the heart of this belief is listening and learning. If you embrace everyone you are work- ing with, from the agency team to client partners to production part- ners, they will contribute their experiences and perspectives to make the product better.
Helping you help them. Google Australia celebrating its partnership with the AFL and AFLW. 72andSunny.
“Looking back over the past few months, four of our campaigns that standout as evidence of this type of thinking, and creative approach is, the ‘Google; Helping you help them’ films from 2021 and 2022, ‘Google Pixel 6; Real Tone’ film featuring Genesis Owusu, and the ‘Little Creatures; All Creatures Welcome’ brand platform. All these projects came together because a diverse group of strategists, creatives and makers, brought themselves to the project and together we all connected things.
“So what is creativity? It’s life. It is people with different lives coming together to make things, and the more perspectives, and the greater the diversity of life experiences, the more impactful and innovative the prod- uct will be.
“Technology has helped us collaborate in new ways during the pan- demic, which is something that has helped shape our business and gain access to amazing talent, since location is no longer a barrier.
“We’ve found remote working enables quicker, more efficient com- munication - more jamming and less reviewing. It creates more deep thinking time, which you just don’t get in an agency space.”
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