To bring the energy off-screen, the campaign’s Celebrity Swap Shop pop-up in Hull invited locals to trade drab for fab with celebrity-donated outfits. With 17 celebrities contributing and 23 bags of clothing raised for charity, the two-day event drew crowds for free bingo sessions, driving a 17% increase in active players and bringing Foxy’s vibrant personality to life in the community.

This campaign disrupted the mundane, showing up during everyday moments when consumers were stuck in autopilot. From interrupting thumb-scrolling with bold digital content to targeting boredom-related searches, Foxy Bingo brought the party directly to its audience, engaging them with joyful, unexpected experiences.

As the creative director for all BTL and TTL elements, I drove the campaign’s bold, whacky vision from start to finish. From overseeing photoshoots, to directing asset creation, content creation and scamping concepts to affiliate and CRM communications, I ensured every touchpoint radiated Foxy Bingo’s unmistakable personality. By amplifying the energy of our external agency Neverland’s ATL hero film through cohesive assets across VOD, connected TV, social, and digital platforms, I delivered a seamless and unforgettable campaign that proved—wherever you are, even a launderette—you’re just one step away from getting your Fox on!