Some things are dearer than others and that certainly goes for toilet paper. Especially when you don’t have it when you need it most. To activate attention around Foxy’s upcoming lottery, we turned a daily necessity into a cultural idea that could travel fast and wide.
We activated the concept of “valuable paper” - treating toilet paper like securities. Buy Foxy paper, win real paper money. A simple idea, activated across platforms with creative consistency and playful logic.
Social was where the idea truly came alive. We activated creators to reinterpret “valuable paper” through their own lenses - from proudly flexing the paper that brings value, to a nostalgic, 90s-style school flashback where pupils announce something very important during maths class.
Foxy’s most engaging lottery activation to date, with standout engagement rates and content people actually wanted to rewatch and share. Proof that when you activate the right idea, even toilet paper can become premium entertainment.
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