Information + Inspiration + Insight
Welcome to The Hub, a curated site helping to push our industry forward by connecting and sharing the latest consumer research, news, resources, and work from the Stagwell family.
Anomaly | Popeyes
Popeyes launched its first campaign with Anomaly, introducing THAT Chicken from Popeyes, a new brand platform built around the idea that there’s chicken, and then there’s Popeyes. Drawing on the brand’s longtime "Love That Chicken from Popeyes" jingle, the work puts the product front and center, spotlighting the Cajun flavor, hand-breading, and Louisiana attitude that have defined Popeyes for more than 50 years. The campaign leans heavily into sensory cues, from the sound of the crunch to the steam and seasoning, making the food feel practically tangible on screen while also celebrating the people behind it. As Popeyes looks to show its position around taste and value, the platform gives the brand a refreshed creative expression rooted in the qualities that made it distinctive in the first place.
72andSunny Amsterdam and e.l.f Cosmetics launched Unglammy Valley, a new campaign for the brand’s Soft Glam Satin Foundation that turns a common makeup problem into a beauty-horror comedy. Starring actress Sara Waisglass, the commercial plays off the idea of the “uncanny valley,” showing how the wrong foundation shade or a cakey base can make everything feel slightly off. The exaggerated, jump-scare-style humor turns an everyday frustration into an entertaining story, then positions e.l.f'’s Soft Glam Satin Foundation as the solution. The campaign emphasizes the product’s natural-looking satin finish and wide shade range while staying true to e.l.f’s humorous, personality-driven advertising style. Running across TV, streaming, YouTube, social, influencer content, and experiential activations, Unglammy Valley uses relatable beauty anxiety and comedy to make foundation shopping feel more approachable and memorable.
72andSunny Amsterdam | e.l.f Beauty
72andSunny New York and Hard Rock Bet launched football season with Everybody, a campaign based on the idea that anyone can stand out in the Hard Rock Bet world. The first ad features famous rapper Fat Joe and legendary NFL coach Jimmy Johnson alongside Jay Boyd, an unknown party guest who suddenly gets celebrity treatment as everyone starts calling his name. This playful moment highlights the brand’s promise that every bettor gets the same bonus offer, whether they’re regulars or new arrivals. With the lively atmosphere of a big sportsbook party, the campaign uses celebrity, humor, and shared fandom to make Hard Rock Bet feel welcoming and inclusive. This launch sets the stage for a larger fall campaign that will run throughout football season.
72andSunny | Hard Rock Bet
Code and Theory and the NFL are continuing their multi-year partnership with a campaign highlighting the NFL app as the central home for football fans. The work focuses on how the app brings together news, highlights, live moments, and access to NFL+ in one place, giving fans an easy way to stay connected throughout the season. Behind that experience is a single modular digital system built to work across all 32 NFL teams while adapting to different fan behaviors and preferences. The campaign emphasizes the simplicity fans see on the surface while showcasing the complex technology and design work happening behind the scenes. By combining personalization, scalable technology, and year-round access to NFL content, Code and Theory helps position the NFL app as a seamless digital destination for fans before, during, and after game day.
72andSunny | NFL
Colle McVoy | Dairy Queen
Colle McVoy and Dairy Queen are kicking off college football season with a campaign for the $6.99 Chicken Strip Basket and new MVP Dip lineup, turning a simple product launch into a mock crisis for some of the sport’s most recognizable bird mascots. The idea imagines fans becoming so obsessed with dipping anything with wings that Oregon’s Duck, Reggie Redbird, and Big Jay suddenly fear for their safety, giving the campaign a playful way to connect the menu item to college football culture. The work spans mascot rants, social takeovers, game-day appearances, and tongue-in-cheek pleas for bird safety, using college sports personalities and traditions to make the promotion feel bigger than a standard value message. Developed with Dairy Queen, MikeWorldWide, and Spark Foundry, the campaign turns the new basket and sauces into an ongoing football-season joke built for both social and live fan engagement.
