72andSunny has been creating award-winning ad work for major clients--including Google, Samsung and Target--for years. Now it wants to use its power to create the super groups of the advertising world. The first pairing to come out of the agency's new Brand Partnership Incubator was Activision and Carl's Jr; the campaign kicked off in fall of 2015 with a 45-second television spot that simultaneously featured both Call of Duty: Black Ops III and a Tex Mex Bacon Thickburger. It's an approach the company has employed in the past, notably to link JayZ with the release of Magna Carta Holy Grail in 2013. Brands pony up a flat fee to participate in the program.
In 2015, the company also began purposely building elements of social citizenship into its work to help clients better engage with young people who value activism, and leverage do-good nonprofit platforms.