John Boiler and Glenn Cole, co-founders and co-creative directors of 72andSunny, presented their work at Ad Night last week at the UO campus. They did a great job of telling the story about how they solved their clients’ business problem by developing sound communication strategy. Two examples are Zune and DC shoes (These link to YouTube, go to the 72andSunny site to see all of their work).
John said, “Know what you’re doing and why you’re doing it. Then, get really good at it.”
(Glenn was talking about non-profits and causes here)
Glenn said, “You’re job is to help people make more money. You’re job is to be great at interviewing the client.” You need to make sure you're solving the right problem for them.
Some good questions: What keeps you up at night? How do you make money? What do you do with that money? Are people feeling loyal to your cause? What is it about your cause that is different?
Shocking people or using sensational language is one mistake people make when trying to generate awareness for a cause, they said. The message needs to be optimistic. It needs to connect with people in a positive way and it needs to make them feel good about supporting the cause.
“We want to see how you think. If you can make us think about it (a product or a cause) or care about it, then you’re job is done.”
John and Glenn, thanks again for taking the time to visit. Great job guys!