72andSunny Launches New Brand Strategy and Campaign for Discovery Channel

published Apr 12, 2008
72andSunny Launches New Brand Strategy and Campaign for Discovery Channel
Brand strategy, advertising and design company 72andSunny is rolling out a new campaign for Discovery Channel with an optimistic message: "The World is Just Awesome."

To launch the idea, 72andSunny created a :60 film titled "I Love the World" that premieres April 15th.

72andSunny won the brand strategy and creative assignment in 2007.

The company's mission to build a brand platform from the ground up focused on engaging active, curious 18-30-year-olds while reinforcing the network's loyal audience of older viewers.

The result is best summed up by the campaign's positive theme line: "The World Is Just Awesome."

Said Dan Bragg, VP Creative Director, Discovery Communications, "Our 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."

"I Love the World" stars some of Discovery Channel'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 "I Love the Mountains" made famous by its infectious "Boom De Ah Dah" chorus.

Gorgeous cinematography captures the world's breathtaking wonders as the whole world joins in by singing along.