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Innocent | Innocent recipe
Credits
Project Innocent recipe
Client Charlotte Rawlins, head of communications, Innocent
Brief Convey the purity of Innocent smoothies and the core brand values
Creative agency Lowe London
Writer Ed Morris
Art director Ed Morris
Planners Ruairi Curran, Aparna Pirimal
Media agency Rocket
Media planner Ben Harrison
Production company HLA
Director Simon Ratigan
Editor Tim Fulford, Cut & Run
Post-production The Mill
Audio post-production Zoo
Exposure National TV, press, posters
The lowdown
Lowe London is unveiling its first TV campaign for Innocent since winning the account last autumn.
The summer-long campaign, which has been created by Lowe's executive creative director, Ed Morris, explains both literally and metaphorically what goes into an Innocent smoothie.
The words "how to make an Innocent smoothie" flash up at the beginning of the ad. The ad then takes the viewer through the recipe, which includes squeezing clouds over strawberries. It points out that sugar and other chemicals are not involved anywhere.
The campaign also uses press and poster executions. All use the strapline: "Nothing but...