Brand strategy, advertising and design company 72andSunny is rolling out a new campaign for Discovery Channel with an optimistic message: â€œThe World is Just Awesome.â€? To launch the idea, 72andSunny created a :60 film titled â€œI Love the Worldâ€? that premieres April 15th. Three :30 show promos break this summer.
72andSunny won the brand strategy and creative assignment in 2007. The companyâ€™s mission to build a brand platform from the ground up focused on engaging active, curious 18-30-year-olds while reinforcing the networkâ€™s loyal audience of older viewers. The result is best summed up by the campaignâ€™s positive theme line: â€œThe World Is Just Awesome.â€?
Said Dan Bragg, VP Creative Director, Discovery Communications, â€œOur collaboration with 72andSunny was fantastic. They brought us a clear strategy, brand positioning, creative point-of-view and ultimately, a campaign of significance. With their creative partnership, this idea and execution, they really helped reinvent how people engage with our brand and capitalized on the cultural momentum our programs have been delivering on for so many years.â€?
â€?I Love the Worldâ€? stars some of Discovery Channelâ€™s signature talent, along with regular folks from around the world. Even Stephen Hawking makes a cameo. The spot is anchored by a reworking of the campfire classic â€œI Love the Mountainsâ€? made famous by its infectious â€œBoom De Ah Dahâ€? chorus. Gorgeous cinematography captures the worldâ€™s breathtaking wonders as the whole world joins in by singing along.
In the opening scene of the launch spot, two astronauts hover in earthâ€™s orbit, admiring the view. One astronaut says, â€œIt never gets old, does it,â€? while the other replies, â€œNope.â€? Inspired, they break into song, and soon the entire planet joins in. A quick succession of vignettes filmed in exotic locales show South African tribal dancers, revelers watching fireworks on a tropical beach at dusk, a procession of chanting Buddhist monks and more, all singing a line from the whimsical yet profound song that celebrates everything from Great Whites and tornados to hot magma and human curiosity.
Discovery Channel personalities also demonstrate what they consider awesome about the world. DIRTY JOBSâ€™ Mike Rowe sings while descending into a rat-infested sewer, MAN VS. WILDâ€™S Bear Grylls gets personal with a massive spider, FUTURE WEAPONSâ€™ host Richard â€œMackâ€? Machowicz demos his favorite rocket launcher, MYTHBUSTERSâ€™ Jamie Hyneman sets co-host Adam Savage on fire, and new host Josh Bernstein nearly gets swept away by an F5 tornado. More evidence that the world is just awesome.
72andSunny worked closely with Discovery Channelâ€™s internal and external marketing and creative groups in the US and globally, to ensure this brand platform was communicated consistently across the entire company.
â€œPart of the fun of building a brand platform with Discovery Channel is their heritage of inspiring content and their smart, active fan base,â€? said Glenn Cole, Creative Director and Co-Founder, 72andSunny. â€œOur goal was to create an idea that took advantage of that: Discovery Channel is The Worldâ€™s Biggest Fan of the World. Bringing an idea like that to life is just what it sounds likeâ€”a party. How does the Worldâ€™s Biggest Fan of the World express itself? Easy. The world is just awesome!â€?
72andSunny is a brand strategy, design and advertising company with offices in Los Angeles and Amsterdam. Dedicated to unleashing creativity across all communication platforms, 72andSunny works with the brands defining modern culture today, including Discovery Channel, Nike, Bugaboo, Quiksilver and Microsoft Zune. For more information about 72andSunny, contact 310.615.9880 or visit www.72andsunny.com.
Title: :60 â€œI Love the Worldâ€?
Client: Discovery Networks
Airdate: April 15, 2008
Ad Agency: 72andSunny / Los Angeles, CA
Creative Director/Partner: Glenn Cole
Creative Director/Designer: Bryan Rowles
Creative Director/Writer: Jason Norcross
Executive Producer: Sam Baerwald
Producer: Angelo Ferrugia
Brand Director: Alex Schneider
Brand Manager: Nicole Bush
Production Company: Outsider / Santa Monica, CA
Director: James Rouse
Director of Photography: Max Goldman
Production Co. Producer: Jeremy Barrett
Editorial Company: Mad River Post / Santa Monica, CA
Editor: Lucas Eskin
Editorial Producer: Ann Kirk
Visual Effects & Online Edit: Method / Santa Monica, CA
Effects Artist: Alex Kolansinski
Online Artist: Alex Kolansinski
Effects Producer: Helena Lee
Music: Beacon Street/ Venice, CA
Composer/Arranger: Brian Chapman
Producer: Adrea Lavezzoli
Sound Design: Lime / Santa Monica, CA
Arranger: Loren Silber
Telecine Studios: Company 3 / Santa Monica, CA
Telecine Colorist: Stefan Sonnenfeld