The Work 2023 Contenders: 72andSunny

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Campaign Brief recognises and showcases the great work that is being produced in the region with The Work 2023 Contenders…

Google x Baker Boy: Helping you help others
In remote Indigenous communities in Australia, ‘shame job’ is a real issue amongst youth. It refers to the perceived barriers that stop someone from going after their dreams.

Google’s mission is about universal access to information. Universal means for everyone, so inclusion is a part of everything Google does, from developing our products, to the stories it tells.

The brief was to bring this ethos to life, by showing how Google helps communities all around Australia.

Rise is a story inspired by the real actions of Danzal Baker, who goes by Baker Boy, hip hop artist and Young Australian of the Year. He’s a Yolngu man from Yurruwi, in Arnhem Land, in the remote Northern Territories. His passion is mentoring Indigenous youth to rise up and reach their potential. In this film Danzal finds ways to help another young Indigenous talent rise, with the help of Google.

Who Gives a Crap: Uncrap the World
Every day, one million trees are destroyed to make traditional toilet paper and Who Gives a Crap is on a mission to change that, talking straight to the decision maker: people’s bums.

Simply by switching to Who Gives A Crap’s eco-friendly toilet paper made from 100% recycled or bamboo fibres, people can save trees and help build toilets for billions of people.

72andSunny and Who Gives a Crap launched the company’s first ever global TV campaign calling for people to save the planet from the bottom up. The campaign shows people that big change can come from standing up, or rather sitting down, for what they believe in.

If you have a bum, with Who Gives A Crap you can be an activist!

ECU: Creative Thinkers Made Here
Creative thinking is essential for tackling the challenges of today and tomorrow. It’s not just a talent that some people possess, and others don’t, but rather a skill that Edith Cowan University can teach, develop and nurture.

From Engineering to Business, Science to Nursing, creative thinking is an integral part of the University’s approach to teaching and learning.

To launch the university’s new brand platform, we collaborated with director Simon Robson and multiple teams of animators, designers and illustrators from Melbourne, Sydney, Perth, Brooklyn and Los Angeles to create mixed-media film, positioning ECU as a contemporary university that not only values traditional theory but encourages a mix of innovation, imagination and real-world experience.

Paspaley: Wild
Australian luxury brand, Paspaley new Wild collection draws inspiration from the natural beauty of the Kimberley region. Combining pearls with a dazzling array of feathers, flowers, leaves and seeds found along the Kimberley coastal wilderness.

Featuring enigmatic Australian-American actor Leila George, this film celebrates the brand’s connection to the raw natural landscapes of the Kimberley – the birthplace of Paspaley pearls.

Helmed by award-winning director and artist Adam Kiers from Playground Films, the additional collaborators on the project include acclaimed Tongan-Australian choreographer Sela Vai, double Grammy nominated Nigerian artist Niniola, mixed by Italian /Ghanian DJ producer GuiltyBeatz, with photography by Australian Jake Terrey.

The Work 2023 Contenders: 72andSunny

Taco Bell: Naked But Tasteful
In 2022, Taco Bell launched the Naked Chicken Taco – a taco made entirely out of chicken, where the chicken’s on the outside and the fillings are on the inside.

The campaign uses traditional out of home posters to drive this simple, memorable and fun campaign message ‘Naked But Tasteful’, with nude Renaissance artworks – their nakedness tastefully covered by Naked Chicken Tacos.


The deadline for Campaign Brief’s The Work 2023 has now closed. If your agency has entered The Work and would like to showcase your best work in our Contenders series email