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innocent Unleashes a 'Chain of Good'


Agency 101, Hungryman and Work head to Uganda for campaign

innocent Unleashes a 'Chain of Good'

innocent and 101 introduced the next chapter of the brand’s consumer marketing with the launch of a new brand campaign on the 6th January 2014. The campaign includes TV, outdoor, digital and experiential activity.


A £3.5million campaign, the work celebrates the ‘Chain of Good’ that begins when you enjoy an innocent drink with each drink not only tasting good (being that it’s crammed full of all that delicious fruit) but in turn it does you some good. But the good keeps going: because innocent gives 10% of profits to charity, people around the world lead better lives as a result. Creative was led by 101 ECD Richard Flintham, in collaboration with Hungry Man’s Max Joseph (Acclaimed US director of award winning MTV show Catfish and the Rainforest Alliance ‘Follow the Frog’ viral) and innocent’s in-house creative team, led by Dan Germain. 


The 60 second TVC was shot on location in Uganda and tells the story of Joseph, a boy whose family was helped directly by innocent ’s long term partnership with international development charity Send a Cow. The long form will live online and shows how another charity supported by the innocent Foundation Practical Action has been able to help a Peruvian family, and speculates as to what might happened with a ‘less good’ chain of good. 


Clare Hutchinson, 101 Partner and Head of Strategy, says “innocent is an amazing and inspirational company: we wanted to open up the windows and doors of Fruit Towers and share some of the brilliant things they do, so that when you buy an innocent, you know you're getting way more than just a tasty drink.”


Dave Pickup, innocent’s UK MD, says “2013 was a great year for us, and we have fantastic plans in place to ensure 2014 is another strong year.  Our new marketing campaign is the perfect way to share the promise that comes with everything we make: tastes good, does good, does others good.”


‘I’m as proud as can be of the work we’ve done with 101. We’re telling the best true stories about our business, and about the positive impact it can have on people who really need support and help. It’s been truly collaborative, between us, 101, Max Joseph (our esteemed director), and the NGOs and charities that we work with. A proper ‘Chain of Good’." Dan Germain, Group Head of Brand and Creative, innocent


The work was written and created by 101's Erik Hedman and Ryan Delehanty and Creative Director on the work was Richard Flintham, founding partner of 101. 


Edited at Work by Anne Perri who comments that “the most challenging part of this job was the amount of elements and animation we had to experiment with to get the film absolutely perfect. We also explored a variety of different scripts that would fit perfectly to the film. What you see is what you hear, this was the main idea behind the project.


"This is the first time I've ever worked with Max Joseph and because of the many hours we spent together on the edit we have become very good friends. Max is a unique director who knows exactly what he wants. 


This was an incredibly challenging job to work on but it has turned out the way we intended it to be and there's nothing more satisfying than that.”


Agency: 101
ECD: Richard Flintham
Creative: Erik Hedman
Producer: Rachel Bishop

Production Company: Hungry Man
Director: Max Joseph
EP: Matt Buels
Producer: Jack Beardsley

Edit House: Work
Editor: Anne Perri

Post House: Electric Theatre

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WORK UK, Wed, 08 Jan 2014 13:47:35 GMT