This is how you do PR

One thing I dig about creative agency 72andSunny is its 72U program, a 12-week creative residency that focuses on collaboration and experimentation. Past projects have included documentaries, music videos and public murals. The latest is the Yes& IPA, a limited batch brew named after the improv concept that helps guide the company’s operating principles. The 60 individual bottles were designed so that, when placed together, they form a mural.

72andSunny-Yes&-IPA

72U also used the project as an opportunity to thank those that have helped them in the past and I was lucky enough to receive one. What was impressive is how they handled our interaction, with a teaser email saying they wanted to send me something tasty, followed by more information on the day I was receiving the parcel. The thoughtful care package was an amazing presentation with the beer wrapped in a gorgeous blanket inside a wooden crate (all items I’ve already put to good use). Take note: this is how you build great PR relationships. If their goal was to make sure I read every single email they send me in the future, it’s mission accomplished.

p.s. The beer was goddamn delicious.

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