Turning a simple insight into a social-first creative idea

THE INSIGHT

Some things become valuable exactly when you need them most.

Especially toilet paper.

THE MAIN MESSAGE

Foxy = valuable paper.

A simple strategic proposition became the creative engine for the entire campaign.

THE CREATIVE IDEA

We turned the product's everyday role into a cultural idea connecting toilet paper with the chance to win real paper money.

SOCIAL TRANSLATION

Creators didn't simply reproduce the campaign idea.

They reinterpreted it through their own creative language, turning the proposition into native social content.

MY ROLE

I worked with Strategy to ensure the creative idea was rooted in the strategic proposition, then with the creative team to translate the main message into creative executions and creator-facing ideas.

THE RESULT

Foxy's most engaging lottery campaign to date.