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.
Stagwell at The Super Bowl
Stagwell and our network showed up in a big way, both on and off the field, this year for The Big Game. 72andSunny and Anomaly delivered award-winning creative during the national broadcast for brands like Kinder Bueno, the NFL, Bud Light and more. Beyond the game itself our agencies drove buzz with high-profile brand activations, cultural moments and off-field campaigns, like the social first Dairy Queen work from Colle McVoy or how Allison and Tillamook teamed up to tackle Radio Row all Super Bowl week long. In the days leading up to Super Bowl LX, Sport Beach brought together industry leaders, athletes and creators at the Sport Beach Clubhouse, built in partnership with TEAM, for conversations and experiences shaping the future of sports marketing.
72andSunny | Tiger Beer
72andSunny Singapore partnered with Tiger Beer to debut TigerVAR, injecting a refreshing twist into the intense, emotionally charged moments of soccer culture. Unveiled at Boat Quay, the custom built installation transformed a standard VAR (Video Assistant Referee) screen into a hidden fridge. Standing for Very Appropriate Refreshment, the screen reacted to the tension of a red card by revealing and dispensing complimentary Tiger Beer. Leaning in to Tiger Beer’s heritage of being brewed in Southeast Asia’s heat, the work flipped the high stress moments from the World Cup into unexpected, shared celebrations for the hundreds of fans in attendance.
Colle McVoy | La-Z-Boy
Colle McVoy teamed up with La-Z-Boy to help the 99-year-old recliner brand reach a younger and broader audience through a contest for football fans. Anchored by a spot starring designer Kristin Juszczyk, known for reworking vintage gear into custom NFL designs for celebs, the campaign gives one winner a bespoke Jer-Z-Boy recliner with their favorite jersey stitched into the backrest. Juszczyk’s following helps La-Z-Boy connect with the growing base of female football fans and supports its repositioning as a comfort brand that is bigger than furniture itself.
Allison & SIDEKICK | Tillamook
Allison Worldwide and SIDEKICK worked with Tillamook to open The Real Scoop, a pop-up in New York’s Astor Place that turned a surprising consumer truth into a real-world experience: nearly half of Americans have accidentally purchased a frozen dairy dessert thinking it was real ice cream. Styled as a classic New York newsstand, the activation stocked newspapers full of freezer aisle facts, handed out samples of Tillamook ice cream, and let visitors customize their own ice cream scoops to bring home. Rather than just telling shoppers to read the carton, the work made the difference between real dairy and imitation, something people could taste and remember.
Anomaly | Busch Canada
Anomaly’s most recent work with Busch Canada launched Live Bait by Busch, a limited edition can that swapped out beer for 12 premium live worms, developed with longtime bait supplier Evergreen Nightcrawlers to celebrate Busch’s connection to the world of fishing. The campaign kicked off on social with the Bait Hawker, a comedic spin on the classic stadium beer hawker filmed lakeside, before Busch handed out cans at a Lake Simcoe boat launch to mark the opening weekend of bass season in Ontario. The product then landed exclusively at Bass Pro Shops across Ontario, connecting Busch with its fishing-focused audience.
