Hmlet names Australian agencies: 72 and Sunny and Example

Co-living start up Hmlet has expanded its operations in Australia, naming 72 and Sunny as its creative agency and appointing Example to its public relations.

72 and Sunny was appointed following a competitive pitch process as the business looks to increase the presence of the brand in the region.

Example will be working with the company on the announcements of its latest properties and developments. Both agencies will be working towards cementing Hmlet’s position as the leader of co-living in Australia.

Hmlet expanded from Singapore to Australia in February and already has a 200 room portfolio in properties across Sydney.

Yoan Kamalski, Hmlet CEO and co-founder, said of 72 and Sunny: “As Hmlet scales up quickly in the region, it’s important for us to continuously push our brand further to meet and exceed our community’s expectations, now and into the future. 72 and Sunny brings a fresh perspective and we’re excited to be partnering up with them.”

Chrystan Paul, Hmlet Australia managing director, said of Example’s appointment: “We have appointed Example to grow our brand presence in Australia and are delighted to be aligned with an agency who are known for creating impactful campaigns within the lifestyle, hospitality and entertainment space. Example is perfectly placed to position us with a lifestyle lens and forge strong brand connection in one of our fastest growing markets.”

Rebecca Gibbs, director of Example, said in a statement: “This is an exciting time for Hmlet as they expand into the Australian market and we are thrilled to be working with them to create inspiring story-telling moments and campaigns. Co-living is a growing trend and an inspiring new way of living and socialising in Australia, and we are excited to be at the forefront of the movement with Hmlet.”

72 and Sunny has also won the creative account for Fit Sense.

Fit Sense, part of the insurance group Cover More, is a corporate wellness program provider which is focused on improving the health and productivity of its clients’ staff.

A spokesperson for Fit Sense said in a statement: “We met the 72 team and were energised by their process and way of thinking for a modern company like ours, and are excited about what we can do together.”

A 72 and Sunny spokesperson said: “We’ve found ambitious and modern partners in Hmlet and FitSense, and are looking forward to collaborating with them and helping them grow.”

Recently, 72 and Sunny released its first work for Kosciuszko Pale Ale, after it was appointed to Lion Beer’s creative roster.


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.