Foxy
BINGO The brief was knotty: 'Keep the Fox, but lose the 'Fox'. Audiences were fatigued by the dancing 'Red Coat' in the purple suit, but confirmed it was a vital part of the brand's DNA. Foxy also wanted to move their brand to a potentially smaller, more upmarket audience who have bigger wallets. Our solution was to retain the Fox figure, but reveal a surprising, surreal and more sophisticated side to him.
CASINO
The predominantly younger male audience didn't have the same affinity for the fox as the Bingo audience (threats of physical violence were actually uttered in research). Here, we focussed on the sexier, more sultry side to Heather Graham ... with a nod to the purple prankster.