The agency won the creative account after an AAR-run pitch against Crispin Porter & Bogusky, Leagas Delaney and The Corner. The Corner and Brothers and Sisters got down to a final shootout.
Short-term loan companies have come under increasing government regulation over the past year. Sunny wants to position itself as a responsible and trusted lender. A TV and digital campaign is expected to break in spring 2016.
In July, the Advertising Standards Authority banned two Sunny ads. The regulator had received five complaints about the lack of information around the cost of borrowing from the lender.
Sunny is owned by Elevate, a privately held company backed by venture-capital businesses.