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Mischief 2018

365 Days of Mischief...

December 21, 2018

2018. It’s been quite the year, hasn’t it?

We’ve had one hell of a ride at Mischief HQ and have enjoyed every moment of it. Here are just some of the many highlights ….

In January, we celebrated the iconic LEGO brick turning 60 years old. We marked the occasion by giving a lego brick makeover to the first shop in the UK to sell this much-loved product, wowing media and LEGO fans alike in the process.

February saw the Prime Minister talking about mental health as part of our ‘talk any time, any place’ campaign for Time To Talk Day. In the same month two Mischief makers won the UK Cannes Young Lions competition.

Lego 60Th 8

In March, we spotted a new trend of proposals through the medium of avocados. It seemed only right for Asda to offer a new service - avocado proposals! We stickered the fruity beauties to show which ones were ripe for romance.

April saw two massive LEGO Group launches: the TRON set hitting LEGO shop shelves and the unveiling of the LEGO Friends Heart Squad, a team of influencers kickstarting a mission to ‘add more heart’ into the world.

After a mammoth shoot in Mexico the month before, we released our Braggage Rights series for First Choice with the reunion of Chris & Kem sending fans and media into overload.

Chris Hughes Kem Cetinay Braggage Handlers 002

April also saw our very own Gemma Moroney – Mischief’s Head of Strategy and Insight – become a recipient of the 2018 WACL Future Leaders Award.

In May, PRWeek crowned Mischief as the agency with the best culture in the UK. We celebrated with shots and squats (naturally).

Talking of squats… we helped women move more by partnering Reebok with Sure (a long-standing Mischief client). The collaboration saw us connect millions of like-minded women to Sweat, Style & Socialise together.

Stephen Fry And Fearne Cotton

Later that month, Asda paid tribute to Accrington Stanley FC’s promotion with a special delivery of ‘Who Are They?’ milk (see the classic advert which inspired our newsjack here).

May also saw us join the fight against cancer when we launched the DreamLab app with Vodafone. John Boyega helped spread the word: showing how anyone can be a superhero as they sleep. Downloads soared to 50,000 in the first week after launch, outstripping all expectations.

June saw a partnership like no other as LEGO Group and Bugatti joined forces to create an incredible 3,500-piece LEGO Technic set. We took media and influencers out to Billund, the home of LEGO, for the launch press conference.

Lego Bugatti Chiron Outside Molsheim

Later that month, we commissioned a Birmingham street artist to depict Birmingham’s film history in art. The street art reeled in cinema fans to ODEON’s new Luxe cinema.

As we baked in the July sunshine, Wilkinson Sword released the Blokini Line Manual, the first definitive guide to not ballsing up the groin area.

July also saw the Disney team working with Sir Mo Farah to encourage families to get moving for the Disney 24-Hour Challenge.

As World Cup waistcoat mania took over the country we got newsjacking. A tailored meme we created for Huawei – which revealed ‘It’s Coming Home’ was stitched into Southgate’s waistcoat – broke the internet. We then partnered with M&S to make it IRL.

Also in July (it was quite the month) we turned Professor Green into a real Professor for the day as he launched Side Hustle Economy on behalf of the Henley Business School.

And to end a hectic month on a real high, joined forces with Miss Moneypenny (Naomie Harris) to launch the LEGO Creator Expert James Bond Aston Martin DB5.

John Boyega Launches Dream Lab App

August saw Asda’s latest plastic pledge take an unexpected turn as naked swedes (the veg not the nation) hit the shelves, securing coverage in pretty much every national newspaper.

Later in August, LEGO Technic’s Bugatti Chiron story drove coverage as we announced a 1:1 LEGO Bugatti model that is FULLY DRIVABLE!

September meant one thing for team Asda – the Christmas showcase. We revealed loads of amazing festive products but one in particular stood out – a foot-long pig-in-blanket.

Tech innovation also drove headlines this month as we turned England Lionesses legend, Steph Houghton, into a hologram to highlight Vodafone’s pioneering 5G technology.

Question, what do mermaids, unicorns, neons and glitter have in common? They were all bottled by Mischief in new Impulse Mists, which then sold out in record time in all retailers.

October saw our first work for a new client as LEGOland announced 8 ¼ as the age you’re most fearless. We helped parents get over their fears with a beastly bootcamp complete with snakes, tarantulas and clowns.

In November, Tate & Lyle celebrated their 140th anniversary with a fifteen-tier cake with each layer inspired by the nation’s all-time favourite cakes.

Huawei Recharge Your Mates Behind The Scenes 4

Also in November the ODEON team re-launched the iconic Leicester Square cinema to widespread media interest and acclaim.

The end of the year saw us roll out the ‘Recharge Your Mates’ for Huawei, celebrating their new handset’s incredible reverse wireless charging facility. We reunited This Is England legends Stephen Graham and Thomas Turgoose, sent a fleet of electric bikes around the UK to charge empty batteries AND worked with the iconic designer Henry Holland to design a ‘Designated Charger’ Christmas jumper (phew).

To round off the year we achieved another tech-first with Vodafone by flying a drone over the 4G network for the first time ever. We used it to spread some Christmas cheer by delivering mince pies and other festive goodies to the volunteers at the Coast Watch Lookout at Portland Bill lighthouse.

It’s also been another bumper year for the heaving Mischief trophy cabinet too, with 14 award wins including two ICCO Global Awards and Consumer PR Agency of the Year at the SABRE EMEA Awards.

And on that note, it’s time for us to sign off… We’d like to wish you a Merry Mischief Christmas and a fantastic 2019!

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