John Boiler and Glenn Cole, Co-Founders 72andSunny

John Boiler and Glenn Cole are the co-founders of 72andSunny, an award-winning creative agency that is redirecting the ethos behind brand communications. 72andSunny was behind such emotionally charged campaigns as the United Colors of Benetton’s “Unemployee of the Year” campaign and the viral “Meet Me at Starbucks” commercial. Boiler and Cole had one mission when they started the company: create cultural impact. And every aspect of how they run their agency is directed towards placing and accomplishing that mission in every project they undertake.

Before founding 72andSunny, both Boiler and Cole worked for the renowned advertising agency Weiden + Kennedy in Amsterdam. They created 72andSunny as a response to the current state of the advertising industry, which was characterized by cynicism, ego-centric operations, and a “don’t play well with others” attitude. They wanted to build a creative organism whose DNA comprised of collaboration, citizenship, group identity, and optimism. The very name of the agency, 72andSunny, conveys the importance of optimism and an ego-less identity, compared to most creative agencies whose names are simply the last names of the executives who run it. As entrepreneurs, Boiler and Cole experienced enough of the problem to know what needed to be changed and how to change it themselves.

What distinguishes 72andSunny is its commitment to citizenship. In most creative agencies, the attributes of the client’s products, services, or brands drive the creative work that is produces. However, at 72andSunny, Boiler and Cole ensure that corporate social responsibility drives the creative. Every campaign they design combines brands with larger global issues like human rights, equality, and environmental stewardship.

Entrepreneurship is the pursuit of creating something new and valuable. As entrepreneurs, Boilder and Cole have done just that. They have created a new conversation, one that is driving positive cultural behavior and pushing influential brands to do the same.