Unfixed Nomad Agency Triumphs as Adweek's 2021 Innovative Agency of the Year
A viral TikTok video by teen creator Carly Joy, showcasing her personal shaving routine, has led to an unexpected outcome. The video, which promised to reveal the secret to a "smooth ass hoo-ha," inadvertently became an advertisement for Eos' shaving creams.
Mischief @ No Fixed Address, an expansion of the Canadian agency No Fixed Address, saw this as an opportunity for "clever reactive marketing." Bianca Guimaraes, ecd and partner at Mischief, was involved in the creation of a limited line of shaving products for Eos, dubbed "Bless Your F*ing Cooch."
The new product line was developed in a three-day turnaround, specifically for Carly Joy's viral TikTok video. Mischief @ No Fixed Address leveraged the organic buzz around the video, quickly engaging with the viral moment by creating responsive, authentic content that amplified the conversation started by the TikTok user.
The strategy proved to be highly successful. Eos and Mischief @ No Fixed Address won the top Effie award for the world's most effective campaign in 2025, recognizing it as a global benchmark in marketing effectiveness. This campaign demonstrated how reactive marketing, rooted in real user experiences and viral social media trends, can generate strong brand impact and measurable business results.
Behind-the-scenes TikTok content from Mischief @ No Fixed Address explained the campaign’s quick development and deliberate emphasis on authenticity to maintain the viral momentum and consumer trust. The strategy proved that tapping into existing viral moments with agility and creativity is a winning formula in today’s social media-driven marketing landscape.
Sources:
- Adweek
- Campaign US
- The Drum
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