Reality star-turned DJ and artist Jack Fowler has recently released his infectious and club-ready single Foolish through Island. The original track dropped on July 16 just in time for the clubs to open here in the UK, and premiered on fashion brand I Saw It First’s TV ad during ITV2’s hugely popular Love Island show, on which Jack first made his TV debut back in 2018. This play was the beginning of a six week campaign with the fashion brand.
Keeping up the track’s momentum, the team at Island released a Foolish remix featuring DJ Tom Zanetti last Friday, alongside a high-octane music video set at a huge pool party. This video has formed the hero element of their digital marketing spend and features multiple talking points for fans, including an array of UK talent and Jack on a camel. Island have also been planning marketing activations such as a Jack x Love Island Finale screening, as well as club performances and appearances from Jack and Tom.
Island marketing and creative manager Noha Hussein says, “Working on this campaign has been as fun (and busy) as it looks! Creatively we’ve brought to light Jack’s many talents (DJ, presenter, comedian, influencer and now artist!) We’ve shot DJ sets, comedy skits, dancing videos and much more, and we’ve created assets that satisfy the palette of every established audience pool. We’re only at the start of the campaign so there’s a lot more to come…if you see Jack on a camel in central London sometime soon don’t say you hadn’t been warned!”