• The Creative Shootout

Mischief PR wins The Creative Shootout for the second time in a row with #TimetoThink campaign idea

Updated: Sep 9

Mischief PR was named the winner of one-day creativity competition Creative Shootout last night for its live response to a brief from charities Mind and Rethink Mental Illness that competing teams received yesterday morning. Hotwire and Ready10 took second and third place respectively.


Yesterday morning, eight shortlisted agency teams, BOTTLE, FleishmanHillard Fishburn, Hotwire, Mischief PR (two teams), Ready10, Text100 and Wire Media, received a real brief, worth £250,000, from this year’s charity party, Mind and Rethink Mental Illness.

Four hours later, each team had 15 minutes on the stage at BAFTA in London’s Picadilly, to pitch their creative idea live to a judging panel and an audience of 250 people. This year, the audience also had a vote to help judges decide the winner.


Mischief’s winning team wowed judges by highlighting the average time we spend on the toilet each week (apparently 1 hour 42 minutes), saying it was time to “be arsed about mental health” and “wipe away negativity” using the existing hashtag “#TimetoThink”.


The Engine Group-owned agency won the inaugural Creative Shootout final last year.

Taking second place was Hotwire after it pitched its #TuneIn campaign idea, wanting to use the power of radio to couple “listening in” with “tuning in” to the importance of mental health.


Ready10 came third this year and was the first team to pitch to judges at yesterday’s event. The team came up with the idea of an “All Talk” challenge around mental health, with its founder, David Fraser, saying that while men communicate with each other, they don’t talk.


Other pitches included a PornHub homepage takeover idea from Text100, with the team saying there was “#NoShame” in talking about mental health.


This year’s judging panel included:

Johnny Pitt, Launch PR founder and creator of the Creative Shootout Jo Loughran, director, Mind and Rethink Mental Illness Kati Price, head of digital media at The Victoria & Albert Museum Joan O’Connor, PR director (Western Europe) at Coca-Cola Claire Beale, global editor-in-chief, Campaign, Haymarket Media Group Luke D’Arcy, president, UK, Momentum Worldwide

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