Unfixable Nomads Claimed Adweek's 2021 Agency of the Year Title for Their Disruptive Approach
In a swift three-day turnaround, advertising agency Mischief @ No Fixed Address has launched a new product line for beauty brand Eos, named "Bless Your F*ing Cooch." This innovative move is a direct response to a viral TikTok video by teen creator Carly Joy, who shared her personal shaving routine using Eos shaving creams.
The video, which promised to show viewers how to achieve a "smooth ass hoo-ha," gained significant virality, with many viewers tuning in to watch. The risqué nature of the video was deemed too much for some advertising agencies, but Mischief @ No Fixed Address saw potential in it and decided to use it as a marketing opportunity.
Bianca Guimaraes, ecd and partner at Mischief, oversaw the creation of the "Bless Your F*ing Cooch" project for Eos. The new product line is a limited edition of shaving products, designed to embrace the risqué nature of Carly Joy's TikTok video.
Mischief @ No Fixed Address capitalized on the viral content by creating a behind-the-scenes TikTok campaign that showed how and why the ad was made in 60 seconds. This approach combined the viral appeal of Carly Joy’s routine with a transparent, creative advertisement format that resonated well on TikTok, helping to amplify Eos's brand message.
The campaign's success is reflected in recognition such as winning a top Effie award for effectiveness, which underscores how Mischief @ No Fixed Address harnessed viral TikTok moments into an impactful, award-winning marketing strategy for Eos shaving creams. The campaign skillfully amplified the authenticity and relatability of the viral TikTok creator’s content, thus boosting engagement and brand impact on social media.
The "Bless Your F*ing Cooch" project is a reactive marketing strategy by Mischief @ No Fixed Address, an expansion of the Canadian agency No Fixed Address. By acknowledging the viral TikTok and using it as a chance to create a new product line, Mischief @ No Fixed Address has shown its ability to adapt and capitalize on viral trends, making it a force to be reckoned with in the advertising industry.
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