People have worn animals for their softness for eons. In the mad world that Mischief has created for eos that is being reversed. A fox wears a human slung over its shoulder and a dog can’t keep its paws off a human. Because eos’ Shea Better 24 Hour Moisture shave cream is so soft even soft things think you’re soft.
Dana Buckhorn, associate creative director at Mischief, stated, “Eos is known for making your skin super soft, which made us wonder how the world’s softest creatures might feel about that. One minute we’re saying, ‘this is probably too weird, but…’ and the next we’re building a human-sized fox complete with interchangeable eyeballs.”
Soyoung Kang, chief marketing officer at eos, commented, “Two things continue to set eos shave cream apart – innovative formulas that create a smoother, softer shaving experience and the creative and memorable ways we tell people about it. We’re excited to keep stoking the flames of a product which has taken the internet and Gen Z by storm.”
With Mischief’s help, eos’ products continue to seriously outpace competitors. Last year, eos’ household penetration grew a whopping 37% in 2022. The shave cream is the number one fastest-growing shave cream brand for the past two years, accounting for 53% of the total women’s shave category growth in 2022, according to Neilson data. All of this, despite being outspent 3:1 in marketing.
The campaign, Skin So Soft Even Soft Things Think You’re Soft, will run through summer in the US and will include 30- and 15-second hero spots on YouTube and CTV (streaming).
How Mischief has had fun making eos’ sales soar:
And then there was this:
@mischiefusa @eos knocked this one out the park. #viral #cooch #smoothhooha #shavecream #greenscreen #greenscreenvideo #fypシ ♬ original sound – Mischief @ No Fixed Address
Credits:
Client: eos
Chief Marketing Officer: Soyoung Kang
VP Brand Marketing and Media: Carley Caldas
Creative Director: Demi Ngai
Senior Brand Manager, Content & Social: Kirby Reynolds
Agency: Mischief @ No Fixed Address
Co-Founder & Chief Creative Officer: Greg Hahn
Partners & Executive Creative Directors: Bianca Guimaraes & Kevin Mulroy
Associate Creative Directors: Dana Buckhorn & Tanner Thompson
President & Partner: Kerry McKibbin
Managing Director: Tyler Harris
Account Director: Kelsey Brown
Account Executive: Deven Sportelli
Head of Strategy: Jeff McCrory
Strategy Director: Brittany Dow
Partner & Head of Development: Oliver McAteer
EVP Production: Will Dempster
Producer: Danielle Balanov
Production Company: Biscuit Filmworks
Director: Clay Weiner
Partner & Managing Director: Shawn Lacy
Executive Producer: Holly Vega
Producer: Kirsta Teague
Head of Production: Sean Moody
Director of Photography: Adam Marsden
Production Designer: Zazu Myers
Wardrobe Stylist: Georgia Groom
Hair & Makeup Artist: Cristina Rubiales
Service Company: OPC
Executive Producers: Isil Gilderdale, Harland Weiss & Donovan M. Boden
Post Production: Mackcut
Editor: Nick Divers
Assistant Editor: Molly Dollinger
Assistant Producer: Kayla Robinson
Producer: Gina Pagano
Finishing: Zero VFX
Executive VFX Producer: Meg Bailey
VFX Producer: Jack Swanson
VFX Supervisor: Robby Geis
Junior VFX Supervisor: Steven Spady
Flame Artist: Mark L’Heureux
Compositing Lead: Julia Bellinger
Colourist: Elliot Powell
Audio: Wave Studios
Sound Design & Mix: Isaac Matus
Mix: Austin Ferreira
Executive Producer: Vicky Ferraro
Producer: Eleni Giannopoulos
