Fox Deep State


Fox Deep State, Mindshare UK
With ambitious viewing targets and limited budgets Fox tasked Mindshare with creating a campaign that would not just stand out in a cluttered category but also get our client sacked…

The insight that tempestuous times push people to seek truth from trusted journalists/publications was integral in idea creation, partner selection, and campaign execution. Leaning into the context of mistrust in Britain today we set out to create a campaign worth getting fired over.

Our insight sparked a collaboration with The Mirror, allowing unprecedented access to editorial staff as we infiltrated the news pages by unmasking the Deep State in Britain. A campaign to intrigue, inform and capture the imagination of the UK that would transform a term, lacking meaning into unmissable TV viewing culminating in a record breaking launch for Fox.