Unfixed Address's Mischief Named Adweek's 2022 Mid-Size Agency of the Year
Mischief @ No Fixed Address has built a reputation for bold, unconventional advertising in its brief two-and-a-half years of existence. The agency consistently takes creative risks to generate impactful campaigns for brands, such as Eos, Coors Light, and Tinder.
One of the agency's most notable campaigns, for the electric vehicle brand Slate, involved advertising faux businesses on vehicles parked across Los Angeles, including human taxidermy and witches, before revealing the real product: Slate's convertible EV trucks. This initiative aimed to showcase Slate's customization options and position the brand as democratizing the automotive industry.
Another successful campaign, for JCPenney, was titled 'Ropa Vieja.' The series of commercials featured timeless, trend-forward fashion and was praised for its simplicity and relatability, being named the Best TV ad of the week.
Mischief @ No Fixed Address also created a campaign for Goldfish that encouraged consumers to "Be More Goldfish" by embracing short-term memory. The campaign was fronted by Saturday Night Live's Ben Marshall and focused on humorous, relatable moments with a focus on moving forward from embarrassment.
In partnership with Tubi, the agency showcased the effectiveness of consumer data through a brand campaign that was featured across Manhattan. Despite limited details, the campaign was part of Tubi's NewFronts announcement.
The agency's edgy work, such as Eos' limited-edition line of shaving creams named "Bless Your F*ing Cooch" and Tinder's "You're Not for Everyone" campaigns, have kept the agency gaining momentum. However, the specific impacts of these campaigns on brands like Eos, Coors Light, or Tinder are not extensively documented.
This focus on innovative advertising strategies has garnered Mischief @ No Fixed Address a solid position in the industry, proving that routine approaches do not propel agencies to success.
Ira, the creative director at Mischief @ No Fixed Address, leverages social-media platforms to spread the agency's latest campaigns and stir up excitement, capitalizing on the impact of viral trends and the momentum generated during entertainment events. However, evaluating the risks associated with such unconventional strategies and their long-term effects on brand reputation remains a significant challenge.
