Sitting in stand-still traffic, getting spilled on at the bar, that super awkward first date–just a few things we hated in a pre-locked down world and which we’re going to love now that we’re emerging from hibernation. This gratitude for what used to annoy us is expressed in a new campaign from eos from agency Mischief @ No Fixed Address.

With normality on the horizon (dreams do come true!), eos is celebrating all those lame, awkward, frustrating moments we’ll finally get to do again in a light-at-the-end-of-the-tunnel campaign, which includes this “Obligation Celebration” spot directed by Danielle Levitt of m ss ng p eces. 

Soyoung Kang, CMO at eos, said “We missed out on so much living–so much normalcy during the pandemic that now, even doing the most mundane things feels like a great excuse to get dressed up and glow up. As the world finds its color again, we want to be there to help everyone spring back into it with joy for everything—even that one really annoying errand you used to hate running.”

The campaign, which will live on OTT, OLV, and social follows the journey of several people as they get ready to take on the world again with a little help from eos products like shave cream, lip balm and moisturizer. 

Bianca Guimaraes, partner and executive creative director at Mischief, said: “The smallest and most annoying obligations are cause for celebration. Even a pap smear or a trip to the dentist. All the things we didn’t want to do in a pre-pandemic world suddenly feel like the outing of a lifetime. And eos is making sure we’re prepared for all of them. This renewed excitement won’t last very long, I’m sure–so let’s shave our legs for an outing to the USPS while it still feels exotic.”

Credits

Client eos  Agency Mischief @ No Fixed Address Greg Hahn, co-founder & chief creative officer; Bianca Guimaraes, Kevin Mulroy, executive creative directors; Anand Iyer, Domenique Raso, associate creative directors; Jeff McCrory, head of strategy; Jimmy George, sr. strategist; Will Dempster, VP content; Sam Hall, producer; Oliver McAteer, director of development. Production m ss ng p eces Danielle Levitt, director; Edward Grann, exec producer; Chris Dodds, supervising producer; Francesco Rizzo, line producer. Editorial Work Editorial Adam Witten, editor; Samara Kelly, producer. Additional Editorial NFA Content Eric Smith, editor. Transfer & Online Studio Feather Sara Windrim, exec producer; Ana Escorse, sr. colorist; Luke Bellissimo, sr. VFX & online artist. Music Hyperballad Rob Niederpruem, exec producer & co-founder; Jonathan Benedict, creative director & co-founder. Sound Design & Mix TA2 Dana Gadsden, exec producer; Jeff Lurie, director.

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