Mischief @ No Fixed Address Is Adweek's 2021 Breakthrough Agency of the Year

The indie shop creates 'a safe space for dangerous ideas'

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Few advertising agencies would see an impromptu endorsement on social media as a chance to create a new product line—especially not an endorsement that promises to show viewers how to achieve a “smooth ass hoo-ha.” Most would have considered teen creator Carly Joy’s viral TikTok about her personal shaving routine—which effectively doubled as an ad for beauty brand Eos’ line of shaving creams—too risqué to acknowledge. But Mischief @ No Fixed Address, an expansion of the Canadian agency No Fixed Address, recognized an opportunity for some clever reactive marketing.

“Our ‘Bless Your F*ing Cooch’ project for Eos was created in a three-day turnaround,” Bianca Guimaraes, ecd and partner at Mischief, tells Adweek of the limited line of shaving products the brand dedicated to Joy.



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This story first appeared in the Dec. 6, 2021, issue of Adweek magazine. Click here to subscribe.