2019. What a year.
It’s important to reflect, so we’re going to do exactly that.
January started at full speed with our new client Honda launching a life MOT meaning that those who test drove the new Honda Civic would also receive one-to-one life coaching sessions.
Towards the end of the month our attention turned to football as we encouraged the nation to make the switch to Huawei with the help of serial football switchers, Michael Owen and Joe Cole. Joe Cole later signed for Mischief FC, although we’re still waiting for him to make his debut…
In February, Vodafone worked with researchers to urge the British public to aid cancer research by downloading an app to their smartphones and letting it run throughout the night of World Cancer Day. The newshook led to thousands more downloading the app and allowing more people to help speed up vital cancer research while they sleep.
“Are you a giver or a receiver?” This was the question Moonpig asked the nation ahead of Valentine’s Day this year. Obviously we were referring to whether Brits preferred to give or receive cards. Cheeky content gave the campaign some spice…
In February, we also launched the hotly anticipated LEGO Movie 2 and to mark the occasion gifted celebrity LEGO fans their very own personalised minifigures. The likes of Ed Sheeran, Graham Norton and Holly & Phil shared their figures on social media and with viewers from the This Morning sofa generating a wave of excitement and anticipation for the upcoming film.
Ahead of Mother’s Day we found that half of Brits experience ‘card writer’s block’ and struggle for inspiration as to what they write in their card, this led to us appointing a ‘writer in residence’ at Asda whose job it was to help the nation to write their Mother’s Day cards.
April saw us get in a right spin as we launched the Haunted House Monster Party at LEGOLAND with the help of Jordan Banjo and Perri Kiely. The former Diversity stars were pictured flipping upside down outside the ride (which flips people upside down)!
Later that month ODEON launched their ‘We Are Family’ campaign, to drive national news around this new positioning we created a campaign to help parents understand the latest kids lingo IRL. 4 in 5 British parents fail to understand up to three words their children use, we put that right.
Elsewhere, we launched ‘The Unadoptables’ for Huawei and sent tears down the face of pretty much everyone watching the content. The partnership with the RSPCA helped to dramatically improve images of homeless cats and dogs on the site and led to each of the three animals featured being rehomed.
May saw us send the world into a craze as we hosted the global launch of LEGO X Stranger Things. Our midnight event saw us transform the front of the Leicester Square LEGO Store with a looming ‘shadow monster’ looking out over a huge queue of fans. Media lapped it up. Fans snapped it up.
Meanwhile, John Barrowman starred as ‘The Holiday Feeling’ for TUI. After a week shoot in the Dominican Republic we launched a six month campaign which culminated in the star launching a new product for TUI, The Holiday Feeling in a Bottle, which sold out in hours.
To top of a massive month we launched Southampton FC’s new shirt in a unique way with the release of SAYNTS: The Greatest Kit Launch That Never Happened. The parody to the netflix ‘Fyre’ documentary led the BBC to write “Congratulations, Southampton Football Club, you've outdone everybody” - we tend to agree, and so does the club, with the campaign now its best-performing digital campaign of all time.
In June, we took LEGO Technic’s ‘Build for Real’ strapline to the literal extreme as we filmed an influencer being thrown around the Porsche Experience Track in Leipzig in a real life GT Cup car - trying to build the LEGO Technic version. Content views of the Extreme Build Challenge sped up at breakneck speed across client & partner channels - reaching a global audience.
We won a whole host of awards throughout 2019 but it’d be boring to list them all. That said, our haul of FIVE AMEC Awards on one balmy evening in Prague deserves special recognition and we were pretty chuffed to see our work for LEGO Group and First Choice recognised on the world stage.
June saw the return of Chris & Kem in the First Choice ‘Brag Race’ with the pair continuing their braggage battle on resort in Egypt. This year they have some tough judges… in the shape of their two mums!
Back on home soil, we welcome over 100 top tier media and influencers to celebrate the power of compliments for Barefoot at the ‘Complimentarium’ event. The launch attracted the eyeballs of millions thanks to outstanding social media and traditional media coverage.
In July, we set the national news agenda for Henley Business School with our ‘Four Better or Four Worse’ report. The report found that a four day week could save the economy £104bn and helped to spark huge conversation around the four day week debate.
To mark the beginning of the school holidays and promote National Trust’s beloved ‘50 Things to do before you’re 11 ¾’ initiative we launched a thought provoking campaign named ‘Mother Nature’s Tongue’. We posed the question of what first came to mind when you heard the words: tweet, web, stream, cloud? Did people think of birds, spiders, rivers and skies...or messaging, data and live video? The study was accompanied by a striking, unscripted video that showed seven to ten-year olds losing nature meanings in their language and then depicted the joy of reconnecting with the nature meanings of words.
July also saw us land a brand new purpose for Impulse. The Impulse LoveWalk dominated social during Brighton Pride featuring in 38% of brand driven conversation.
August saw us launch Costa’s new coffee in a can with the opening of the ‘Costa Flavour Rooms’. The event attracted celebs and media alike, leading to wall-to-wall coverage.
Meanwhile we worked with The National Trust to find the nature words that have meanings disappearing from everyday life. Things like web (now more likely to be used in describing the internet), a tweet (now more likely to be used describing a Twitter post) and a stream (now more likely to be used describing a live broadcast online) were all highlighted.
Soon enough it was September, which meant the start of Christmas. We wasted no time in creating buzz for Asda’s Christmas advert and held a cat casting in Harrogate to find a feline star of their ad. Thousands put their own cat forward and the story got the media purring.
If they didn’t make you smile, this will… September also saw the launch of Ross Kemp’s Smiletinerary as we took Britain’s least smiliest man on a cruise, with guaranteed smiles.
September also saw the launch of a robust study for the National Trust, which found that woodland sounds help you to relax more than a mediation app. Our study found that the crunch of snapping twigs underfoot, lilting birdsong from above and the rustling of trees in the breeze had a direct impact on our wellbeing, making us more relaxed, less stressed and less anxious.
Later in the month we unleashed LEGO’s biggest ever brand campaign, Rebuild The World, with Mark Ronson at the official launch event at LEGO HQ in Denmark. With the campaign encouraging us all to embrace our imagination and creativity through play we also rebuild iconic landmarks across the nation to see the world reimagined through the eyes of a child.
Meanwhile E.ON opened up the conversation around air pollution with an installation named ‘LUNGS’. The artwork appeared in London and Nottingham and filled up with different coloured smoke to illustrate poor air quality in the cities.
Our ‘Nature Framed’ campaign for Honest Organic also launched this month as we built huge neon frames around London to encourage busy city dwellers to overcome their ‘nature blindspot’ and notice the nature around them that they’re usually too busy to notice.
We wrapped up the month by opening the world’s first floating watch kiosk to launch the Huawei Watch GT2. The ‘Dive Thru’ grabbed plenty of headlines and led to over 250 people queuing to visit the kiosk (situated in the middle of London's Royal Victoria Dock).
In October, we celebrated Halloween with LEGO Hidden Side - a new range from LEGO that fuses physical play and the world of AR. Partnering with Sidemen influencers and brothers Tobjizzle and Manny we set-up an elaborate hidden camera prank involving a ‘haunted’ lift. The content (even whilst branded) proved a huge success and trended at #2 globally on YouTube for more than 24 hours.
In November, we urged the nation to get moving with the launch of #YourWorldYourWorkout for Sure. The campaign looked to break down the barriers of exercise, showing you that you can work out anyway… you don’t have to trek to the gym.
There were no signs of slowing up in December… in fact quite the opposite. We launched a food porn video for HelloFresh (nawty), launched the ‘Twelve Rebuilds of Christmas’ for LEGO at the Savoy Hotel, built artistic upcycled sculptures from old boilers for E.ON, held a surprise gig with Liam Payne for Huawei Freebuds 3, opened the first phoneless cinema screenings for ODEON, welcomed back I’m A Celeb hero Andy Whyment with Asda, treated our Huawei influencers to a special shoot with photographer Rankin and launched a Christmas game with Vodafone.
Our 13th year was a monumental one and we are proud as punch with the sheer amount of quality work (and results) that has been generated from Mischief once again.
Thanks to everyone who helped to make it all happen.
Happy New Year.
All the best for 2020.