Mischief emerged victorious at BAFTA last night in the live Final of The Creative Shootout 2017.
The Mischief team saw off stiff competition from seven other finalist agency teams (including a second team from Mischief) with their creative campaign for Time to Talk Day, the mental health initiative from charity Time To Change – run by Mind and Rethink Mental Illness.
A team from international communications agency Hotwire came second and new PR and SEO agency Ready10 came third, in the event partnered by Haymarket Media Group and Launch PR.
The other finalists were:
Creative Shootout founder Johnny Pitt on stage at BAFTA during the 2017 Live Final
The victory for Mischief means the Engine Group-owned agency retains the crown it won at the inaugural Creative Shootout in 2016.
The team, made up of Andy Garner, Indigo Le Fevre, James Robinson and Georgina Quayle, got through to the live final by submitting a 60-second film showing how a conversation about mental health might take place on a fictional mobile messaging service ‘What’sUpp’ (modelled on WhatsApp) created to encourage and enable people to talk openly about mental health issues.
Their campaign at the live final centred around using the time people spend going to the loo to encourage people to think about mental health. Introduced with the strapline: ‘Time to Change with toilet paper’, their campaign included creative ideas like ‘Bog Standard Selfies’, ‘Bog-casts’ and experiential activity in public conveniences entitled ‘Give a s***’, and concluded with rolls of toilet paper being thrown into the 200-strong audience from the stage of BAFTA’s Princess Anne Theatre.
The teams were given just four hours to come up with the campaign after an early morning briefing from Jo Loughran from Time to Change.
Creative Shootout Founder Johnny Pitt comments: “The Creative Shootout celebrates, showcases and respects creativity in a dramatic format. Every finalist deserves to be hugely congratulated on inspiring and brave performances, with just four hours prep time. The judges had a tough job this year, but in the end, both judges and audience vote were unanimous on the top three.”
The 2017 Judging Panel (alphabetical order) included:
The winning Mischief team (l-r): Andy Garner, James Robinson, Georgina Quayle and Indigo Le Fevre
A team from Hotwire was the runner up
Ready10 came third