How 72andSunny Uses ‘Localism’ to Build Global Brands with Aussie Spirit

Localism isn’t just a buzzword for 72andSunny – it’s a hands-on approach to making brands feel at home in Australia.

Through co-creation sessions and collaborations with icons like Peach PRC and Nic Naitanui, the agency is proving that campaigns resonate best when they’re built with cultural understanding at their core.

“To make real connections, brands need to embed themselves in the worlds of their audiences,” Ross Berthinussen, CEO of 72andSunny AUNZ told LBB, reflecting on the agency’s recent work with Google and RealEstate.com.au.

That's the task set for incoming chief creative officer Wez Hawes. Last month, it was announced Wez would be joining the agency in January from Innocean, where he has spent four years as ECD.

While many brands assume a globalised approach is sufficient to engage diverse markets, 72andSunny’s recent insights show that embracing local culture is the real key to impact.

Alex Houghton, the agency’s strategy lead, emphasised that overlooking local audience insights can significantly limit a campaign's effectiveness.

Rather than adopting a one-size-fits-all strategy, Alex believes brands should engage with cultural nuances to build meaningful connections.

“Marketing campaigns are not maximising their potential if they ignore the essential role of local audience insight and understanding,” Alex says.

Rather than reformatting global ideas, 72andSunny works to shape campaigns from within local contexts, he said, collaborating with local communities and cultural icons to achieve authenticity.

Last week, 72andSunny launched a campaign for Google, featuring Australian musician Peach PRC.

“The campaign taps into Australia’s unique bush doof culture, hugely popular with Gen Z audiences,” Ross explained, describing how Peach PRC takes viewers on a bush doof adventure in a TikTok series designed to introduce new Google app features for iOS.

72andSunny’s strategy lead, Shadi Sarreshtehdarzadeh, collaborated extensively with Gen Z groups to shape the campaign’s approach through shared sessions.

“To resonate with Gen Z, a typically cynical and anti-ad audience, we had to play into their culture with a surprising IYKYK setup and find a creator that speaks to them,” she said.

“This gave them a relatable and authentic reason to use the new Google search features.”

Beyond collaborating with creators, the campaign demonstrated how brands can reflect the cultural fabric of their audiences in meaningful ways.

Leah Ferris, head of consumer marketing for YouTube, apps, and platforms at Google Australia, added, “With this content series, we’re proud to continue partnering with local artists, like Peach PRC, to demonstrate the everyday helpfulness of the Google App on iPhone amongst the backdrop of a hyper local rite of passage.”

The campaign for RealEstate.com.au, another of 72andSunny’s recent projects, further illustrates the agency’s commitment to localism.

Centred around the unique challenges of the Australian housing market, the ‘Keep Moving’ campaign uses local music to evoke the emotional highs and lows of finding a new home.

“This strategy pays off – the campaign has helped drive record unique visitors to realestate.com.au, increasing their market lead from Domain,” Ross said.

The soundtrack, ‘Heaven (Must Be There)’ by Australian band Eurogliders, complements the narrative by capturing both nostalgia and resilience.

When tailoring campaigns to local cultures, brands must maintain a cohesive global identity – a balance 72andSunny dealt with in another Google campaign, this time promoting the Pixel 9 with former AFL star Nic Naitanui.

In the ad, Naitanui browses his Google phone for music, eventually landing on a track by Australian rapper Baker Boy.

“Google’s partnership with the AFL offered us an opportunity to bring to life the cutting-edge innovation of Pixel AI in a context Australians care about,” said Ross.

“Athletes are a point of inspiration to Aussies in every aspect of their lives, from what they wear, how they style themselves, to the products they use – Nic Nat was the perfect choice for the campaign.

“His cultural relevance makes him a powerful brand ambassador.”

Building empathy with local audiences and creating culturally resonant messaging are key components of 72andSunny’s approach to brand-building. During a recent panel hosted by 72andSunny, marketing leaders from Google, Menulog, and Lion shared how local insights shaped their campaigns.

Menulog’s head of brand, Fiona Bateman, highlighted a State of Origin campaign in which the initial choice of global star Katy Perry missed the mark with local footy fans.

Recognising this, Menulog quickly pivoted by producing a new ad with Australian rugby star Wendell Sailor, who acknowledged the misstep with humour.

“Brands must add value to cultural moments, not just use them as a platform for their latest big global ad,” Fiona said.

Tom Donald, creative strategy lead at Lion, emphasised the importance of learning through social media.

“Cultural relevance is something brands have to learn their way back into,” he said.

“Social platforms allow brands to test different strategies, gauge audience response, and refine their approach before moving to larger campaigns.

“By not using social channels to respond to what’s happening in culture, brands die.”

72andSunny launched research on localism recently, categorising culture into “fast culture” - transient trends that foster community and identity - and “slow culture”, consisting of larger, enduring shifts that shape society over time.

By tapping into both, brands can address immediate trends and deeper cultural values, fostering stronger connections and long-term brand equity.

As Alex puts it, “Brands are not maximising their potential if they ignore the essential role of local audience insight and understanding.”