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…

We embraced the cultural context of mistrust in Britain today. The insight, that tempestuous times push people to seek truth from trusted journalists/publications, was integral to partner selection, idea creation and campaign execution.

Collaborating with The Mirror we created a campaign never seen before in entertainment, we set out to unmask the Deep State within Britain today. A campaign to intrigue, inform and capture the imagination of the UK - transforming a term, lacking meaning into unmissable TV viewing culminating in a record breaking launch for Fox.