Uncensored CMO The Mischief mindset behind the most creative agency in the US with Greg Hahn
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Aug 7, 2024 Greg Hahn, Co-founder and Chief Creative Officer of Mischief, shares his journey from BBDO NY to launching one of the most innovative agencies today. He discusses the importance of taking creative risks and argues that playing it safe is actually the biggest risk of all. Hahn highlights memorable campaigns for clients like Tubi and Tinder, revealing how humor and unconventional strategies drive engagement. He emphasizes the need for a collaborative culture within agencies and reflects on the empowering nature of facing fears in creativity.
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Tubi Super Bowl Channel Prank
- For Tubi, Mischief ran a Super Bowl stunt that mimicked a channel switch to drive massive attention.
- The campaign increased viewership and sales dramatically, helping Tubi beat Disney that quarter.
Start With Better Questions
- Ask provocative, contrary questions to unlock non-obvious strategic answers.
- Use questions like “What's the absolute wrong thing to do?” to reframe the brief and find surprising ideas.
Capri Sun: Apology And Noise-Cancelling Gimmick
- Mischief launched Capri Sun water pouches during lockdown with a playful apology to kids for replacing juice.
- They framed the product as a solution for parents and even marketed it as a ‘noise-cancelling’ gadget for quiet time.