Dive Brief:
- Anti-tobacco non-profit The Legacy Foundation has hired 72andSunny as its new creative agency.
- 72andSunny succeeds Arnold, which had worked with the foundation since 2000.
- Legacy hopes 72andSunny can help build momentum on its "Truth" campaign to reach a young audience.
Dive Insight:
A shift after 14 years with an agency could mean big changes for the Legacy Foundation. The foundation is known for its sometimes outrageous marketing stunts meant to educate people — particularly adolescents — about big tobacco and the dangers of smoking. 72andSunny will have its hands full coming up with new ways to garner attention around the issue.
