72andSunny Lands Truth Campaign

Anti-tobacco group Legacy has selected MDC Partners’ 72andSunny as the new creative agency for its national “truth” campaign, after a review that began last July. 

Estimated annual spending on the campaign is $50 million. 

The incumbent was Havas’ Arnold. The finalists in the review included 180LA, Droga5, Anomaly New York, and BBDO New York. Search Consultant Pile & Company of Boston managed the review process. 

The creative review follows the organization’s selection last fall of WPP’s MediaCom to handle media planning and buying chores on the account. 



“We’re confident that 72andSunny will help us create the kind of work necessary to make truth the top teen brand it must be to end this epidemic and create Generation Free -- the first smoke-free generation,” said Robin Koval, CEO and president of Legacy. 

“Legacy is known for its brave campaigns and creative ambition,” said Glenn Cole, co-founder and CCO of 72andSunny. “Look out, tobacco!” he added.

"Young lady smoking unhealthy cigarette with no smoking sign" photo from Shutterstock.


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