“What would you do if you weren’t afraid?” At a scary moment in his career, after he had lost his job as chief creative officer of BBDO New York in April of 2020, respected agency vet Greg Hahn encountered those words on the website of No Fixed Address, an independent Canadian agency known for its flexible, anti-layered and no-siloed model. Within two months, he had partnered with the company to open the doors of his own New York shop, Mischief.
Fearlessness encapsulated what Hahn had wanted to do going forward. “I didn’t want to be part of the past,” he says. “It felt like the advertising world was lacking. Something was broken and I thought there had to be a better way.” And then, when he met NFA’s Founders Dave Lafond and Serge Rancourt and future Mischief President Kerry McKibbin, everything clicked.
Since Mischief officially hung out its shingle on June 1 of 2020, its ascent has been swift and storied, with each campaign living up to the agency’s name. The first, for Kraft Heinz, gave kids water-filled packets of Capri Sun, a prank highlighting the brand’s probono initiative to provide H20 to Chicagoland youth.