• by Larissa Faw , December 1, 2020

Mischief USA is out with its first major brand campaign for charter client Oura Ring. 

The agency was established by Greg Hahn in partnership with Canadian agency No Fixed Address in June.

“Most fitness and health trackers push their users regardless of whether it’s benefiting their body or mind,” says Hahn. “Oura Ring takes a more holistic approach and guides people toward better health. You shouldn’t have to feel like you’re disappointing your tech.”

Oura Ring and Mischief are on a mission to redefine the wearable health and wellness tech category — home to brands such as Fitbit and Apple Watch — that all share similar advertising strategies emphasizing their massive quantities of data and intelligence and amplified through hustle culture. 

But with the new campaign, Oura is pivoting to a focus on sleep tracking and a human approach that cuts through the noise by encouraging us to listen to our own bodies and be empowered to make choices about our health and wellness through the wealth of data Oura provides.

The tagline, empowering people to “know why you feel how you feel,” suggests celebrating what happens when users take control and optimize their mind and body.

The “If You’re Ready And You Know It” campaign includes a 60-second spot, accompanied by shorter versions for connected TV, paid social, and other digital assets to live across brand channels.

Abdul Wahid Ovaice, head of creative at Oura, added, “For the brand campaign, we wanted to distill our message down to its essence... We wanted to keep things simple yet poetic.”

The new campaign follows an OOH activation in NYC’s Times Square that analyzed Oura's data to determine America’s collective sleep loss on election night.